Develop a responsive performance SEO-focused website to drive conversions, in an industry saturated by large financial corporations with huge digital marketing budgets.

Creating a system to successfully launch Kickstarter campaigns by leveraging social media advertising to create momentum and community (lead generation).

Challenges:

• New Concept
• NO Audience
• Limited Funds
• No history
• NO Product

Onto is establishing a new category in the 'electric car buying' space that is 'car subscriptions'. Rather than owning a car (and all associated costs), Onto offers a monthly flexible contract where all costs are included (including your charging). The challenge is that this breaks the normal assumptions of a driver and is a new way of having a car.

Our acquisition channels and ads need to explain this complex proposition into simple and easy to understand message as well as overcome the initial 'sticker shock'. Since we're all-inclusive, the monthly price is naturally higher than what consumers normally see on leasing deals.

As Head of Growth, I'm at the forefront of driving the acquisition strategy.

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.