From Frosty Figures to Sunny Savings: How We Melted Snow's CPA by 35%
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35% Decrease in CPA
Enhanced Creative Diversity
Renewed UGC Strategy
THE CLIENT
About Snow
Snow is redefining the landscape of oral wellness with its approach to teeth whitening and oral care.
With clean ingredients at the core of their products, Snow champions a holistic and painless approach to oral health, making a white smile accessible, affordable, and part of everyday self-care since 2017. In our partnership with Snow, we tackled the challenges in their user-generated content diversity and high Cost Per Acquisition (CPA), all to enhance Snow's brand reach and highlight their unique value proposition in the competitive oral care market.
Revitalizing Content While Ensuring Profitability
35%
DECREASE IN CPA YEAR OVER YEAR
Revitalizing Content While Ensuring Profitability
Snow approached Structured with a clear goal: to rejuvenate their marketing strategy and reduce their rising Cost Per Acquisition (CPA), which was nearing $77. They faced a challenge with their heavy reliance on user-generated content (UGC) that had become monotonous and lacked creative diversity, alongside with the looming expiration of key endorsements and UGC contracts.
From the start, we recognized the need to diversify Snow's creative portfolio and inject new life into their UGC, ensuring a sustainable and cost-effective marketing framework. Addressing these challenges head-on was important to maintaining Snow's market presence and driving profitability.
What were the pain points?
The main challenge here: Revitalizing UGC to Combat Rising CPA Costs
Snow found itself at a crossroads, heavily reliant on user-generated content that had become too uniform, while facing CPA figures that were unsustainably high. This dilemma was exacerbated as the brand neared the expiration of crucial contracts with celebrity endorsers and UGC creators, risking a further narrowing of their creative pipeline.
So Snow struggled with key questions:
- How to rejuvenate their UGC strategy to continue attracting a diverse customer base?
- How to maintain engagement and loyalty among existing customers with more constrained content?
- How to ensure their marketing strategies remained effective and sustainable amidst financial and contractual challenges?
Snow recognized the urgent need for a creative and cost-effective marketing overhaul to not only refresh their content strategy but also to optimize their overall digital presence for better user engagement and retention.Inconsistent Customer Experience
How did we do it?
We implemented a comprehensive overhaul for Snow, focusing on three pivotal areas: influencer whitelisting, innovative static content formats, and reinforcing successful user-generated content (UGC). This multifaceted approach was designed to amplify Snow's brand presence while addressing the challenges of creative monotony and high acquisition costs.
The results were clear: a marked reduction in CPA by 35%, and a richer, more varied content landscape. These outcomes underscore the effectiveness of our targeted interventions, solidifying Snow's market position and paving the way for sustained growth and profitability.
Account Overview
We Inherited an Account That Had:
- Over-reliance on repetitive UGC content
- Creative stagnation
- Escalating CPA nearing $77
- Expiration of key influencer and UGC creator contracts
- Lack of diversity in content
- No whitelisting
Main points to note:
Diversify with Influencer Whitelisting:
Leverage the authenticity and reach of influencers by whitelisting their content for paid advertisements. This not only broadens your brand's exposure but also infuses your marketing efforts with a sense of trust and genuine endorsement, vital for engaging with a wider audience.
Introduce Static Formats for Clear Communication:
Utilize static content formats to succinctly address common misconceptions and provide valuable information. This strategy is particularly effective in clarifying product benefits and debunking myths, thereby enhancing customer understanding and engagement.
Advantage+ for Full Funnel Coverage (absolutely key):
Integrate Advantage+ campaigns early to address all funnel stages effectively. Use winning creatives for initial engagement, continually test new ones, and scale successful strategies to achieve optimal ROAS.
Re-engage with Proven UGC Creators:
Focus on revitalizing your user-generated content by re-engaging creators who have previously contributed successful content. This ensures a steady flow of diverse and authentic content that resonates with your audience, fostering a deeper connection and engagement.
The Outcome?
35% Decrease in CPA
Enhanced Creative Diversity
Renewed UGC Strategy
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