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A Cookie Called Quest

Building an online marketing strategy for a new company with organic reach in the midst of a pandemic
revenue: $15K
Ad spend: $5k
People Reached: 212K
Subscribers: 500+
Services: Paid social media, e-mail marketing

background

A Cookie Called Quest is a gourmet vegan cookie company that was birthed just as the pandemic hit. An online business with no storefront that received organic growth right out the gate. It was time to see what an online ad budget could foster for this young brand.

Growing a home-based business into a certified brand comes with precise planning and lots and lots of testing. Ad spending can be highly limiting for any start-up. Most people don’t realize the ad game is a marathon, not a sprint. Before you create that magical copy and killer graphics.

The work behind the scenes matters most and serves as the blueprint for effective lead generation and customer engagement.

the challenge

  • Define and validate audience segments
  • Increase sales
  • Grow email subscriptions

the Strategy

  • Gather insights from existing data sources and observations
  • Define audiences in Facebook ad manager
  • Test various ad copy and offers (video testimonials, reviews + UGC & product images)
  • Create an enticing email opt-in offer
  • Define automation flow

you've got mail

Providing value was key in building an email campaign that customers would want to open while maintaining brand integrity. We were hesitant in settling on a two email per week schedule with the fear of appearing too spammy.

With some further discussions we opted for an email strategy that would be centred around "brand ethos" and "cookie promos." With an emphasis on:

  • Company highlights (ethos)
  • Recent developments in the business (ethos)
  • Reviews (promo)
  • New flavours (promo)
71K+ impressions
re-targeting & re-engagement groups

What actually happened

Re-targeting & Re-engagement audiences outperformed the Prospecting audience with less ad spend

the results

  • 10.7K site visits
  • Rate of checkout increased 3 times higher
  • Reduced customer acquisition cost to an avg of $23
ALLOW me TO REMOVE THE GUESS WORK, SO YOU CAN FOCUS ON YOUR GROWTH

LET'S WORK TOGETHER

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thebrandingx@gmail.com
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