Increase Onnit's sales globally for their hero product, Alpha Brain, by developing a mixture of direct response marketing funnels intended to vastly improve full-funnel performance and conversions.

The Constraints:

• Onnit has a vast catalogue of products that entice shopping, not immediate purchase
• Marketing content & media buying assets were dated or fatigued
• Bureaucratic ad approval process that could prevent an expedited scaling opportunity
• Limited bandwidth of developer resources to optimize for performance

Develop customized marketing funnels that increase conversion rate by a minimum of 5%:

• Initially, conduct a rigorous QA & CRO audit to ensure the funnels are frictionless and present an expedited path to purchase
• Develop 3 unique Alpha Brain (AB) marketing funnels - differentiated by angle concept and path to purchase variations
• Split test the unique funnel formats and apply frequent optimization enhancements to drive performance

Create front-end ads to improve engagement and drive CTRs:

• Develop ads, presells, landing page and a vast amount of sales copy designed to educate consumers around biohacking principles, the credibility of Alpha Brain and how Onnit’s celebrity ambassadors were embracing the Total Human Optimization movement
• Restored and modernized outdated AB marketing content into more engaging paid media assets that aligned with the angles
• Leveraged Onnit’s celebrity and ambassador partnerships to create new video content for ads

Develop a product bundle & upsell strategy that increases Average Order Value (AOV):

• Maintain existing pricing structure but utilize direct response tactics to incentivize customers to purchase more expensive packages
• Build Upsell sequences for a minimum of 3 complimentary products post-purchase of AB transaction

Increase the number of paid channels and markets AB is sold:

• Initially build the campaign on Facebook & Instagram, then scale to other channels when profitable
• Recruit and partner with media buyers and teams in YouTube, Snap, Native & Google Display
• Scale campaigns internationally, with a focus on English-international geos

Find a solution to get our ads approved quicker:

• Develop a streamlined process and workflow with Onnit’s legal team, composed of iterative templates, Slack and Asana