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She's Birdie is a leader in the personal safety device category. Despite having a great product, their content strategy was not driving the growth they needed. With a ROAS (Return on Ad Spend) below 1 and an average CTR (Click-Through Rate) of just 0.7%, their ad performance was falling short of their business goals.
Challenges:
Low ROAS: The return on ad spend was below 1, indicating that the ads were not generating sufficient revenue relative to their cost.
Poor CTR: The average click-through rate was at 0.7%, signaling ineffective engagement with their target audience.
Lack of Video Ads: She’s Birdie was minimally utilizing video ads, which are crucial for capturing audience attention and driving conversions.
Inadequate Content Engine: The brand lacked a robust content creation and testing process to drive ad performance and scale effectively.
To address these challenges, our team implemented a comprehensive approach focusing on Performance Creative and Creative Strategy:
Creative Strategy Development:
We began by analyzing the existing content and audience insights to understand what messages would resonate.
We developed a tailored creative strategy that emphasized engaging, high-impact video ads and compelling messaging.
Creative Production and Testing:
Our team took charge of creating and testing various video ad concepts.
Multiple iterations and A/B tests were conducted to refine messaging and visuals based on real-time performance data.
Results:
Improved CTR: Within the first month, we successfully increased the click-through rate to 1.4%, doubling the previous average. A year later, our average is now 2.74%.
Enhanced ROAS: Over the course of 5 months, we optimized the ad content and strategy to boost ROAS above 1, meeting CPA (Cost Per Acquisition) targets profitably. A year later we still hit our CPA targets profitably.
Content Creation Pipeline: We established an efficient content creation pipeline, allowing for continuous production of high-performing ads.
Scaling Success: We produced 18 ads that each scaled to over $20k, with 7 of these ads surpassing $100k in spend. Notably, one particular ad achieved over $500k in spend, demonstrating significant success in scaling and impact.
Conclusion: Through targeted creative strategy and performance-focused content production, we transformed She’s Birdie’s ad performance from underwhelming to exceptional. The improvements in CTR and ROAS, coupled with successful ad scaling, illustrate the effectiveness of our approach. This case study highlights the power of a strategic creative overhaul in rejuvenating a brand’s digital advertising efforts and achieving substantial growth.
