Anser
Celebrity founded women's supplement brand. Tia Mowry was a child star from the show Sister, Sister and has had a prominent American television career.
Visit Anser ↗0.78 → 2.12
ROAS in 4 months
Project Overview
As a new brand, Anser hired an agency to kickstart the project. After 3 months of hemorrhaging money, I created a small campaign that outperformed the agency's by 25%. I was then given the entire project and was able to make the company profitable online within 4 months. Just one and a half years after leaving the project, the agencies that took over could not remain profitable and the brand was shut down for good.
The Approach
When starting a new brand, direct response marketing is often ineffective due to low brand recognition and trust. Instead, I focused on generating newsletter subscribers to stimulate our lowest cost marketing channel and build up customers over time.
Paid Social Advertisement
Utilizing Facebook and Instagram ads, we launched a campaign promoting a giveaway for a personal care package from Tia Mowry in exchange for signing up for our email newsletter.
Sign Up Page
The idea behind the giveaway is to offer the customer something they perceive as valuable but not give away the actual product that we're selling. This would be a disincentive to purchase now while they wait to see if they won. So we offered a personal care package from Tia Mowry of other items and a hand-written letter as a prize PLUS 15% off their first purchase just for signing up.
+300%
increase in newsletter subscribers
Sales Page
After signing up for the giveaway customers were immediately redirected to a sales page where they could use their discount. This campaign generated a 47% higher ROAS than previous campaigns due to the sales offer AND gained thousands of email subscribers that we could continue marketing to.
+47%
increase in ROAS
Video Creative
The marketing agencies all insisted on having heavily produced video creative that was very expensive and time consuming to create. On top of that, it never performed well. I had Tia create some simple, selfie-style videos just talking to her audience and it instantly outperformed the previous campaigns by almost double.
$50,000 to produce
1.25 ROAS
FREE to produce
2.14 ROAS
Returning Customers
Monthly Subscriptions
I developed a subscription program that allowed customers to easily subscribe to a bi-monthly delivery to save 10% and set up automated email campaigns that reminded customers to purchase again when they would be running out based on the supply they purchased.
+122%
increase in returning customer rate
Results after leaving
After I left the project, the agencies that took over went back to their old ways and drove the business into the ground. Just one and a half years after leaving, the brand was shut down for good.
