Project Overview
Project Overview
This family-owned and -operated all-natural products company was established in 2017 to help more people jumpstart a healthier lifestyle. The company has over 160 retail stores across the United States and produces more than 150 organic wellness and personal care products.
With more people switching to all-natural products, the company wanted to level up its social media marketing efforts to reach more interested audience segments, grow its customer base and increase website traffic and purchases over time. The client needed Thrive Internet Marketing Agency’s assistance to launch social media advertising campaigns focused on brand awareness and conversions.
Within the first 14 months of the partnership, Thrive organized and launched a full-funnel approach to digital advertising and drove lower-level actions with already engaged audience segments. Overall, our paid social media efforts generated a 79.7 percent increase in total engagements and a 73.4 percent increase in website purchases.
The Highlights
Thrive’s social media advertising team launched various ad campaigns to exceed the client’s engagement goals. After gaining a solid understanding of its conversion funnel, Thrive steadily increased the company’s return on ad spend (ROAS) month-over-month and delivered an 85 percent increase in ROAS year-over-year (YoY).
Since launching the ad campaign in June 2020, we’ve seen remarkable growth in the client’s social media engagements and conversions:
- Sessions: 244.7%
- Sessions via Social Referral: 187.9%
- Conversions: 100%
- Average Session Duration: 142.4%
- Users: +51.8%
- New Users: +87.9%
In the third quarter of 2020 alone, our paid social media efforts generated an impressive $35,948.23 purchase conversion value.
Executing the Strategy
THE CHALLENGE
Before partnering with Thrive, this all-natural products company struggled to find social media experts that could proactively manage its social media campaigns and generate quick results.
When we first took over the client’s social ad campaigns, one of the biggest challenges was finding the people interested in its products. The company’s ROAS was very low at the beginning since its affinity targets – an audience targeting system based on lifestyle and demographics – are so broad. Our team performed several campaign audits and market analyses to quickly determine the client’s ideal target market, drive website purchases and deliver a solid return.
THE SOLUTION
We performed extensive market research, industry benchmarking and campaign analysis to gain an in-depth understanding of the client’s ideal audience and develop a strategic social media plan that would deliver the highest possible return and engagement.
Based on the audit results, we introduced a full-funnel approach to social media advertising, putting heavy emphasis and weight on engagement campaigns and the social proof they bring.
-
Follower Growth Campaigns
The initial ad campaign aimed to boost the client’s social media followers through targeted social media ad tactics. Creatives were chosen based on previous engagement rates. Social media content pieces that received the highest engagement were optimized to build a quality, loyal following and a robust social media presence.
-
Conversions/Website Traffic/Link Clicks
The purpose of this campaign was to spread awareness and drive traffic to the client’s website. These ads targeted those who showed interest in the client’s products and social media content.
-
Catalog (Retargeting)
This campaign focused on directing referral traffic based on prospects’ previous actions in the conversion funnel. We targeted those who have previously visited the company’s website, viewed a specific product or added an item to their cart but had yet to purchase.
After the successful launch of the first set of ad campaigns, the next phase of our social media advertising efforts center on optimizing the ongoing campaigns based on the data we already have. Thrive’s next goal is to expand the client’s reach and introduce unique content and deals that will get more prospects to convert.
