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Through my work here, our aim was to scale spend, at a competitive CPO.
Despite severe challenges during this period, in particular with rising CPMs, I was able to keep CPOs steady whilst scaling spend by 30% MoM.
Personalised Co are a personalised vitamin tech startup.
After users take a detailed quiz, they are recommended a vitamin routine tailored to their needs.
After a successful launch in February, they were keen to keep scaling.
My role was to come in as a Paid Media specialist and help aggressively scale.
With the impact of COVID-19 having unpredictable and temperamental results on the digital marketing industry, many challenges were presented into maintaining solid and consistent results.
The key objective here was to ensure a solid campaign structure that could be scaled.
The previous account set-up was very segmented; with a high number of separate audiences, and sporadic lookalikes / interest groups.
This is not necessarily a bad thing during the initial stages of an ad strategy, however when it comes to sustainable scaling a more cohesive structure was needed.
In addition to this, a clear marketing funnel needed to be developed. At launch, all the focus was on brining in new customers directly. However now the brand had started to develop some exposure, it was necessary to look at developing intent with people who are aware, but have not yet purchased, from the Company.
Following a successful restructure of the account to streamline performance and implement a solid Top, Middle, & Lower funnel in place, I then moved my efforts to focusing on creative. When it comes to scaling, it is important to have a consistent supply of potentially winners that can keep performance growing.
I worked very closely with the media team to create weekly assets that I can relentlessly test, and sustain performance.
Through my work here, our aim was to scale spend, at a competitive CPO.
Despite severe challenges during this period, in particular with rising CPMs, I was able to keep CPOs steady whilst scaling spend by 30% MoM.
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