Paid Ads,Paid Ads,Branding,Other,Content Marketing,Copywriting,Branding,Marketing Strategy,Marketing Strategy,Social Media Management,Branding
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We had to ensure the CAC was low enough to generate profit but that we scaled quickly enough to achieve growth projections for future funding rounds.
Their media buying team has grown the app to over 24M in revenue, but they were unable to make it profitable on the front end. Their CPA is over 120 while their AOV is 70.
The brand was struggling to improve the ROAS of their online store above 300%, after getting a taste of 800 - 900% during the pandemic, when people being stuck at home all day every day was beneficial to a brand like theirs. The brand was already familiar to consumers who were used to seeing it at stores like Harvey Norman and Kmart, but now could no longer shop at those stores. Another challenge was not being able to offer discounts on their products deeper than the stockist retailer were offering.
The target ROAS was 500 - 600%. The channels they were using were Facebook/Instagram Ads and Google Ads. Facebook was an area of concern as they did not see consistent returns there, although the channel very well during lockdowns.
Atmosphere TV is the world's largest streaming TV provider created exclusively for in-retail business television. They had just gone through a new round of funding, and I helped them deploy a paid acquisition strategy and develop a foundation for reporting and analytics.