How we helped grow a Baby Care DTC Brand to ?6.7Crore+ in 13.5 months
Faisal Z. Anwer
$30Mill+ in Client Revenue || Growing Brandslane & AgencyScalingSystems
How it started?
It was the last week of January when I received a text in my Inbox :
"Need Scaling for our brand". It was one amongst many so I am glad I reverted to it. We booked a call.
"You sure you don’t want to get out today and find something to eat? It is a weekend man" my Cofounder Nik asked me.
‘Naah you go, I will stay back home & take this brand's call. I have a good feeling about this one.’
...And boy was I right.
This little decision of mine, made this baby brand ?6.7 Crore+ in revenue with a 5X+ ROAS with paid ads.
The Problem!
"Faisal, we have been stuck in the ?20 to ?30 lakh revenue range for months now. Whenever we scale up….the ROAS tumbles. Below a blended ROAS of 3.5, we are unprofitable" - This was the problem the Brand Team came to me with.
Back then the stats were as follows:
Even when we did our account audit my team observed a lot of issues. The major issue was scaling beyond that limit without impacting the revenue
How Brandslane Improved the brand’s revenue and profits?
From the very start the brand team told me?- ' We want a sustainable business. We aren’t in for the Valuation Game.'
The message was clear and simple.?
Profits>Revenue
That’s what we went for. My team bought the monthly spends down while improving the ROAS.?By the end of the third month Brandslane had helped the client achieve:
By the end of November
So how was this phenomenal growth achieved? Here is the breakdown of the foundational months - which essentially provided us with a stable ROAS building structure....which was highly scalable.
February - The Foundational Month?
The goal of this month was?
From the first month itself we saw some spectacular results
1.Using Engagement to lower down CPAs - The Instagram Experiment TOF
As we noticed the brand had some amazing organic engagement on their IG and we started launching our signature IG campaign - running conversion ads to their most engaged posts on IG and driving the traffic to specific product landing page which slashed the CPA by sweet 35% in just one month. This turned out to be one of the most consistent campaign at a low spend.?
Simple structure with Broad audience and 3 ads in them we launched 3-4 adsets with 2X CPA as daily budget and analyzed after 3 days on optimizing them. Keeping the best ad to do it’s work.?
The aim of this campaign was to make use of the best organic social proof already available to us in terms of IG followers and use it for cold audience
2. Solid Retargeting Funnel - MOF/BOF Retargeting Setup
We saw the client had amazing ATC & IC numbers but no BOF campaign and as we had more than 3K SKUs, started with a DPA ad for site visitors 180 days and 3 months after this is still performing at 45% of initial January’s CPA
Taking advantage of their social media following and also considering Mothers as ideal audience we launched a CBO of for Instagram & Facebook 365 days engagers with some of the best working creatives.
The aim of this campaign was to include a retargeting/remarketing structure for the ad account so that we won’t miss on any audience checking our ads from TOF and might need another push. We tried to maintain the frequency for these campaign between 2-3
3.More Testing Single Interests TOF Cold Customers - Our Signature SandBox Setup?
We saw there was a lack of creative testing and hence started a campaign to test out new angles and creatives with either completely broad or just single broad interest which served as our base for TOF expansion in terms of audiences and creative angles that worked.?
This was mostly on ABO with 2-3X CPA daily budget and goal was to get at least 20% reduction from the initial CPA to gauge it’s performance. With this metric in mind we were able to weed out non performers real quick and scale up what works.?
The aim of this campaign was to understand better audience pockets which we then used to scale with best performing creatives through a CBO
4. Get Customers From All Possible Touchpoints - Brandslane's Full Funnel Campaign?
We saw great success with our Full Funnel structure which ran mostly on a DPA with an interesting structure
领英推荐
ABO - 4 adsets (Broad, LLA 1% stack, LLA 3% Stack, All engagers/site visitors) with budget distribution of 45%, 20%, 20% and 15% respectively from a total of 10X of CPA
This structure allowed us to scale through only DPA ads and performed really well with about 18% reduction in CPA
5.Failed Testing Lead to Successful Angles - The Reels Experimentation
As the account had an amazing following - they also had some good engaging reels but not exactly good enough for ads so we asked the client to make small tweaks by adding a CTA and changing initial hooks to those and started just Reels ads.
We got very low CPM however the CTR and CVR were low from there as well and we decided it might be a failed test.?
However before shutting it down - we thought that as Reels are still comparatively new placement and people might not be very familiar clicking through them but the ads are very engaging and target audience being mother we just tweaked our placements from Reels only to IG stories / Reels / Facebook stories as well and we saw 5X ROAS on the very next day?
This has made us test out Reel Only placement on other accounts too with an 80% success rate.?
The aim of this campaign turned out to be getting new audiences at a cheaper CPMs which tended to perform really well till date.
March - The Scaling Month
As you can see we achieved a pretty stable ROAS despite 66% spend increase.
After setting up the account with amazing tests in terms of audience / creatives and testing March was all about scaling and we scaled the account from 6 lacs to 10 lacs without letting the ROAS flinch at all
1. Name Of The Game - Scaling Ads Spends
This is where my team makes our clients the big bucks!!
CBO scale is an ultimate and one of the easiest ways to scale - all you need is patience. We started scaling with 2 CBO campaigns
1 included Broad and Brandslane’s Secret Core audience (just 2 adsets with best ads not exceeding then 5 per adset)?
2nd one was best interest in the last month with best performing ads - we tend to not have lot of variable for CBO scale trying to reduce and narrow down to only things we absolutely knew performed well
The budget of CBO was anywhere starting from to 20X to 30X of our target CPA and we were able to sustain the campaign easily
2. Don’t Let The Ship Sink - Stability
Small ad budgets are like swimming in a pool. Its quite, easy to handle and you hardly get any ‘Big Waves’
Bigger spends is like sailing in the middle of an Ocean. It’s turbulent, dangerous & one big wave can sink your ‘Revenue Ship’
The Ship must be Stable. That’s why we took a month to build it up and gradually scale up.?
But while scaling campaigns we understood it’s always amazing to have some stability adding campaigns and we discovered the best hack for stable campaigns.
We found out lifeboat to be Lifetime budget campaigns. Simplest structure for this is:
16 Adsets on ABO lifetime budget (15 individual sets and 1 All products catalogue).
We analyzed it after 7 days cut the bad performers and let others run - these have been very stable since 2.5 months with consistent ROAS at a slow spending - we tried increasing the budget but noticed the performance dropped so we increased the numbers of adsets instead at a standard budget and it tends to perform really well.
?April - The ‘Kick back & Relax’ month
My team set a structure that made customer acquisition almost automatic. With the hardwork of the first two months April was smooth sailing with?
Overall a pretty solid month again.?
I hope the above case study was a good enough glimpse on how my team addresses any brand's ad accounts and scales them up. The brand had a Facebook first approach with Google taking a back seat in terms of spend focus.
The brand has only profitably grown in the past one year and despite ups and downs, has had a stable projectable profitable revenue...an automatic profit driving revenue machine you may call it.
Glossary
Since there is a lot of technical terminology up there I have added a glossary for you.
ABO: Adset Budegt Optimization
CBO: Campaign Budget Optimization
TOF: Top of Funnel - Cold Prospect
MOF: Middle of Funnel - Warm Prospect
BOF: Bottom of Funnel - Hot Prosepct
CTR: Click Through Rate
CVR: Conversions Rate
CPM: Cost per 1000 people reached
ROAS: Return on Ad Spends
VC: View Content - People who come to the site and check a product out
ATC: Add To Carts - People who come to site and Add something to cart but don't buy
Founder : SocialQ+
11 个月Great Insight Bhai ?????? It will help me lot... waiting for more case studies
Medical student and Entrepreneur | Changing people’s perspective towards a healthier life
1 年This is really descriptive! Thanks Faisal!
Key Account Manager | Digital Marketing Enthusiast
1 年Faisal, Thank you for sharing it with us.. it has given an insight on the "initial brainstorming" needed before starting a project!! Congratulations to you & the team on bringing massive results in such a short time.
Digital Performance Marketing Consultant || Biddable Media Freelancer || PPC Advertising || Meta (Facebook/Instagram) Ads Enthusiast || Meta Certified || Google Certified || LinkedIn Ads || Amazon Ads
2 年Nice Case Study ?? ?? ??
Senior Executive Paid Social at GroupM
2 年Very informative and detailed explanation Learned so much from your strategy