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The final year of the partnership, we start tracking success based on Cost Per MQL which we got to scale from $305 down to $139 the next February (last month of my management). This was done through some really sharp thinking in creative alterations and pivots by simplifying what we offered the audience to download and engage with.
ChowNow is an online food ordering platform that relies on monthly subscription rather than order commission percentage. They brought me in to drive identified restaurant owner leads looking to sign up for either a new website, white listed app, or online ordering set portal. We spent about $1-$1.5M per year on ads and tested into over 12 different channels between programmatic, social, search, video, and syndication.
The main channel we ran on was Facebook that drove the highest amount of volume in leads and were able to drive about 18k platform leads in the final 12 months of my management about 52% of those being qualified into MQLs and passed to sales.
I worked inside of a wider marketing team that had startegic planners, writers, creatives, and higher level managers involved in the process.
I first worked at an agency that managed the client for 2 years and then was hired on as a consultant to run media execution / strategy for the final year of the partnership.
The final year of the partnership, we start tracking success based on Cost Per MQL which we got to scale from $305 down to $139 the next February (last month of my management). This was done through some really sharp thinking in creative alterations and pivots by simplifying what we offered the audience to download and engage with.
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The customer's main challenge was not being able to deliver a profitable ROAS on Facebook and Instagram, despite their core audiences being present there, especially on Instagram. There was a lot of engagement that did not result in sales.
Their ROAS was stuck at around 50% (0.5 : 1).
Of note, the Northern Hemisphere was heading into spring, which is their busiest time, with 90% of their sales coming from the US, Europe and the Middle East, so it was important to see results very quickly.
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