What will you learn from this case study…
✅ The importance of a proper internal structure pre-scale
✅ How can a proper remarketing funnel bring over 5x ROI long-term
✅ How to scale without sacrificing campaign stability and profitability
✅ How to keep your customers happy and wanting more
Introduction
We’ve started building this brand in April of 2019, amidst the biggest global pandemic of the 21st century. Logistical issues were a major challenge due to massive lockdowns around the world, and big changes in the way carriers and suppliers operate.
Planning
The brand was already somewhat scaled as a dropshipping store, and had a good track record of returning customers, as well as cold audience acquisition, and the plan was to double down on our initial success, however we were faced with major logistical challenges that almost resulted in postponing the scale
Facebook ads were the way to go in terms of acquisition, however, even getting product samples shipped to our location proved to be a long process, so we’ve had to pivot our entire creative strategy in order to meet the content quality demands required to successfully scale to 7-figures.
The plan was to initially do headhunting directly in China, in order to find and connect with local suppliers who are able to properly ship the goods to NA, meanwhile being able to record custom content according to our specification, in order to cut the time and costs of sample shipping.
Leverage
The main goal of our scaling plan was focused on cross-channel remarketing. We’ve realized that a properly set up remarketing system can yield massive results and return an average of $4 for every $1 spent. This is especially rare on higher revenue stores.
We wanted to leverage the classic branding approach, instead of outright forcing conversion objectives on our cold audience. Even though it can work, sometimes a longer funnel is the right way to go in order to preserve profitability.
Our goal was to reach as many potential customers as possible, and segment them based on their interactions with our brand, forcing them into a massive remarketing funnel based on their intent, to further qualify and convert them to returning shoppers.
In the backend, we focused on the existing customer base, working to properly nourish them and slowly bring them back into the fold of active buyers.
Creatives
Beyond pure strategy, our creatives had to be top notch. Since our segmentation was highly specific based on user interactions with our brands, we’ve faced a challenge of having to push out over 150 different creatives in a single month. This required a team of over 6 video editors and 3 content writers to accomplish.
We wanted the customers first impression of our brand to be memorable, so instead of focusing on selling the product – we’ve focused on building rapport with our potential customer base. This was done by pivoting all of our classic marketing approaches to a more human approach with a big emphasis of “you’re not alone. We’re in this together”, and building authority and trust within our potential customer base.
Once the audience has built up its trust in our brand, and started perceiving it as a brand that’s truly there to help, our prospects would quickly end up in our sales funnel which successfully converted over 24% of all visitors. This was accomplished through extensive cross-channel remarketing, along with personalized ads based on the audience segment.
Conclusion
Having a clear roadmap and expected destination helps us smash deliverables when they need to be executed.
This brand managed to scale to $4 million monthly revenue during the biggest pandemic in the world, meanwhile having little to no issues with logistics and creatives.
Brands should always stay flexible and flow with the market, rather than being a rock in the basin, waiting for something to grab onto it.
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