Decreasing new customer acquisition costs on Facebook, and scaling on TikTok, for this subscription pet brand.
The Challenge
Bullymake, a company specializing in tough dog toys, encountered a significant challenge. Post the implementation of iOS14, their blended Customer Acquisition Cost (CPA) on Meta platforms began to climb alarmingly. This rise in CPA was swiftly identified by Structured as a lack of engagement in two key areas:
1. Rapid Content Testing: Bullymake was not efficiently testing new and diverse content forms, which is crucial to any brand's success.
2. Utilization of User-Generated Content (UGC): Given the nature of their product, which solves the issue of "tough chewers", it was essential to display the toys' durability and effectiveness through authentic user experiences.
Structured was tasked with the challenge of reducing the CPA while enhancing the brand's market presence.
The Solution
For Bullymake, Structured implemented a comprehensive and adaptable marketing strategy, focusing on creative content and platform diversity to enhance the brand's online presence.
At the core of the strategy was the launch of the Creator Content Program. Structured assembled a diverse team of content creators to inject new life and perspectives into the brand's marketing materials. These creators produced a range of video content with tailored scripts, each piece exploring different angles to effectively highlight Bullymake's unique offerings. This initiative not only diversified the brand's content but also ensured that its value proposition was communicated in a dynamic and engaging manner.
Another key component was influencer whitelisting. Structured gained access to influencers' Facebook and Instagram accounts, enabling them to run ads directly through these channels. This approach resulted in a significant reduction in the Cost Per Acquisition (CPA), making the advertising efforts more efficient and cost-effective.
To further educate and engage potential customers, Structured developed custom listicle landing pages. These pages, with themes like "5 Reasons Why", served a dual purpose. They acted as effective marketing tools while also providing valuable information about Bullymake's products, thereby enhancing customer understanding and encouraging conversions.
Recognizing the growing importance of TikTok in the digital marketing landscape, Structured expanded Bullymake's presence onto this platform. Utilizing TikTok's high user engagement rate, they implemented TikTok Spark Ads, which are designed to blend seamlessly into users' feeds for a more organic reach. Additionally, the use of TikTok Instant Pages, known for their fast loading times, provided a smoother, app-like experience for users. This strategy effectively funneled traffic directly to the checkout process, optimizing the potential for conversions.
Results
The strategic approach taken by Structured yielded impressive results:
• Significant Reduction in CPA: A 40% decrease in blended CPA was achieved, marking a substantial improvement in cost efficiency.
• Subscriber Growth: The campaign led to the acquisition of over 500,000 incremental subscribers, significantly expanding Bullymake's customer base.
• Profitable Increase in Ad Spend: With a daily spend of over $1m on Meta & TikTok, the campaigns remained profitable, underscoring the effectiveness of Structured's approach.
40%
500,000+
$1m /month
Next Case Studies
