Safelife Defense Case Study

Despite their strong product line and commitment to quality, Safe Life Defense faced significant challenges in scaling their digital presence while ensuring profitability. Throughout our partnership, we've not only redefined their advertising approach but also witnessed significant milestones in growth and market reach.

ROAS Growth: Increased by 60.7% from 2021 to 2023.

Budget Efficiency: Reduced total spend by 16.6% from 2021 to 2023.

Revenue Surge: Grew by 60.4% from 2021 to 2023.

Q4 Performance: ROAS up by 77% and revenue up by 107% in Q4 2022 compared to Q4 2021.

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THE CLIENT

Scaling while maintaining profitability was a must

3.08 in 2021 to 4.95 in 2023 ROAS

61%

increase over two years

Scaling while maintaining profitability was a must

Safe Life Defense approached Structured with a clear goal – to amplify market reach without compromising on cost-efficiency. We wanted to increase spending but to do so in a way that maximized returns on investment, ensuring every dollar contributed to sustainable growth.

What were the pain points?‍

Safe Life faced 3 distinct hurdles that were preventing its digital marketing efficiency and growth:

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1. Creative Volume: With an evolving market and customer expectations, Safe Life Defense needed a diverse and dynamic range of creatives to engage and attract customers. This stretched beyond just quantity, but the quality, relevance, and impact of these creatives, which were crucial for breaking through the competitive noise.

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2. Website Functionality: In the digital age, a website is more than just a business card, it’s a conversion engine. For Safe Life Defense, enhancing their website to ensure it was not only user-friendly but also optimized for conversions was needed. This included improving load times, streamlining user journeys, and ensuring seamless integration with their marketing efforts.

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3. Unimplemented Best Practices in Account Structure: Staying ahead means constantly evolving and adapting to best practices. Safe Life Defense's digital strategy required a revamp to incorporate data-driven and decision-making frameworks.

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How did we do it?

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To address these 3 issues, we got creative.We used influencer whitelisting to broaden brand reach and enhance credibility, which effectively reinforced Safe Life Defense's market position. We also implemented Advantage+ campaigns, utilizing personalized targeting to optimize advertising efficiency. And finally, we refined our creative tactics, focusing on 'buy now, pay later' messaging, and showcasing products dynamically, all while diversifying catalog ads.

Building on this made the next steps easy:

Expanding Influencer Collaboration:

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Following the success of our influencer whitelisting, we deepened our engagement with influential voices in the safety and self-defense space. This led to creating more collaborative content and campaigns that aligned with Safe Life Defense’s mission, leveraging the trust and reach of these influencers to amplify both brand visibility and credibility.

Enhancing Advantage+ Campaigns:

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We continuously optimized our Advantage+ campaigns, focusing on advanced targeting and segmentation. This involved analyzing customer data and market trends to refine our ad placements, ensuring we reached the most relevant audiences at the right time.

Creative Iteration and Optimization:

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Building on the creatives for 'buy now, pay later' messaging, the different products in action, and catalog ads, we implemented a cycle of constant testing and refinement. This allowed us to quickly identify high-performing creatives and scale them, while also discontinuing those that were less effective.

Website User Experience Enhancement:

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Recognizing the importance of website functionality, we focused on enhancing the user experience. This included streamlining the navigation, improving loading speeds, and ensuring that the website was optimized for conversions, particularly focusing on the ease of exploring products and completing purchases.

Implementing Data-Driven Best Practices:

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We applied data-driven best practices across utilizing real time analytics for informed decision-making, and A/B testing different strategies. This process was crucial, ensuring that our ad spend was towards the ones that were bringing in the most traffic, at the lowest cost per click, while also bringing high quality traffic that would convert.

Implementing Data-Driven Best Practices:

‍

We applied data-driven best practices across utilizing real time analytics for informed decision-making, and A/B testing different strategies. This process was crucial, ensuring that our ad spend was towards the ones that were bringing in the most traffic, at the lowest cost per click, while also bringing high quality traffic that would convert.

Implementing Data-Driven Best Practices:

‍

We applied data-driven best practices across utilizing real time analytics for informed decision-making, and A/B testing different strategies. This process was crucial, ensuring that our ad spend was towards the ones that were bringing in the most traffic, at the lowest cost per click, while also bringing high quality traffic that would convert.

To gain new customers for Safe Life defense, we crafted each step of our approach to not only cut through the market noise but also to ge nuinely resonate with the audience and drive the best results.

Account Overview

We Inherited an Account That Had:

Limited creative output
Few creative winners
Suboptimal account structure missing best practices
No whitelisted ads
Lack of account structure for prospecting and retargeting

What We Implemented for Safe Life Defense:

Refined Account Structure:

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We introduced a more streamlined and effective approach which included implementing best practices in advertising spending, ensuring that each aspect of the account was optimized for performance and scalability.

Enhanced Creative Testing:

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After identifying top performers, we initiated a duplication of high-performing audiences and increased our creative volume.

We tested various formats, from video to static imagery, ensuring each piece resonated with the target audience.

It's worth noting that not every successful asset can sustain higher budget allocations.

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Cost Management Initiatives:

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Implemented cost cap strategies to maintain an optimal CPA

Website Functionality:

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Improved navigation, loading speeds, and overall functionality, ensuring a seamless journey for users from landing on the site to completing a purchase.

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Main points to note:

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The Outcome?

Safe Life Defense is exceptionally well-positioned for an extraordinary year ahead, navigating through a competitive and dynamic market landscape.

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Their proactive approach and willingness to innovate in both product development and marketing strategies have made them an exemplary partner in this journey.

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ROAS Growth: Increased by 60.7% from 2021 to 2023.

Budget Efficiency: Reduced total spend by 16.6% from 2021 to 2023.

Revenue Surge: Grew by 60.4% from 2021 to 2023.

Q4 Performance: ROAS up by 77% and revenue up by 107% in Q4 2022 compared to Q4 2021.

If you’re looking to elevate your brand and achieve long term sustainable growth, we’d love to discuss how our expertise can drive your success. Enter your details below, and let’s start the conversation!

Scaling while maintaining profitability was a must

61%

Scaling while maintaining profitability was a must

How did we do it?

Building on this made the next steps easy:

Account Overview

We Inherited an Account That Had:

What We Implemented for Safe Life Defense:

Main points to note:

The Outcome?

Coco Moon

20%

Ferver

80%

440%

80%

Bullymake

40%

$1M+

500,000