What will you learn from this case study…
✅ How to handle tracking issues post iOS 14.5
✅ How to detect tracking and attribution issues cross-channel
✅ How to improve LTV within your existing customer group
Introduction
The brand was built from scratch around Q2 2020. The brand was primarily focused on the pet niche, and we wanted to scale quickly in order to be ready for Q4 mania, with enough capital, and a big enough customer base to properly bank on our investment in the final days of the year.
Planning
The plan was to keep dropshipping with 5-7 days delivery time, meanwhile building a branded store, social media channels and our online presence and bank on the perception of a full in-house brand.
This required us to properly plan out our logistics system, due to increasing prices and restrictions posed by the global lockdown and issues with proper air cargo transport.
Our plan was to work with a chain of 4 different suppliers able to meet our deadlines, and pay a premium price if needed in order to profit off of LTV.
Using FB Ads as our main driving force, and relying on Google and Facebook for remarketing, focusing on high quality creatives that convert, and an exhaustive backend email setup designed to keep shoppers engaged and coming back for more.
Leverage
Our main leverage was our ability to push out new and unique products. Our product lineup consisted of new, unique, and original products that you couldn’t find in NA yet, and we wanted to use that as our market leverage early on, before the trend caught up and the product was everywhere. We knew that it was a matter of time before wholesale buyers started importing, so we wanted to position our brand as the main distributor for the region. This resulted in a stable stream of revenue from wholesale, even though it made up for only about 10% of our total revenue.
Creatives
The creative strategy was simple. We banked on creating viral-looking native videos showcasing our products. The main catch was that we were selling pet toys to pet owners, so instead of focusing on the product itself, as many pet stores do, we focused on the feeling our buyer would get when playing with their cat/dog with our product. All of the funny, wholesome, and happy moments they would get represented our brand value, and our creative strategy revolved around that.
Tracking issues were in full effect, so we had to pivot from using standard analytics to a better cAPI-integrated system. After testing RedTrack, and TripleWhale, we’ve settled on Voluum as our main analytics platform due to its amazing cross-tracking and attribution systems
Conclusion
The main takeaway from this casestudy is that challenges should be faced head on. iOS 14.5 was a downfall of many online brands, including some Fortune 500 eCommerce companies. Thankfully, thanks to our creative team, we were able to swiftly adapt and overcome with truly amazing results in such a short time frame.
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