Success Story
Personalised Supplement Subscription Brand: 652% Revenue Growth and a 4.79% Conversion Rate
A VC-backed personalised supplement brand grew revenue 652% year on year, with conversion rate up from 2.55% to 4.79%.
Reading time: 2 mins · Published
Challenge
This VC-backed brand sells a custom nutrient mix, tailored to each customer’s health and lifestyle and delivered on subscription. One of its investors referred them to us, and our brief was to build a performance marketing team that could scale the business.
The founders had strong investor backing, a proven product and a working influencer strategy. What they lacked was performance marketing, conversion rate optimisation and email. Facebook ROAS was too low, and most of it rode on the back of the influencer campaigns. There was no creative strategy and no video content, and without them a profitable direct-response prospecting funnel was not possible.
What we did
- Conversion rate optimisation. We reworked the site’s user experience and copy, then ran a long series of tests to find what raised conversion.
- Email. We built a new automation programme covering every stage of the customer journey, mixing brand, sales and educational content, and ran monthly promotional campaigns on top.
- Account restructure. We rebuilt the ad accounts to give the algorithm more room and to personalise content for each stage of the funnel.
- Creative at volume. Over a few months we tested a few hundred video and image ads. We planned and prioritised the angles, scouted locations and actors, shot the footage, and edited it into direct-response ads in many formats and lengths.
- Ads from influencer profiles. We worked closely with the client’s influencer team and ran ads from influencer profiles as well as from the brand’s own. These were among the best-performing campaigns.
Personalised daily supplement packs (illustrative product photo).
Results
- Revenue grew 652% compared with 2019.
- E-commerce conversion rate rose from 2.55% to 4.79%, 88% higher.
- The creatives we produced in-house doubled ROAS across all Facebook campaigns almost overnight.
- Email grew to 20% of total revenue.
Year-on-year analytics comparison. The revenue amounts were blurred at source.