Coco Moon is a Hawaii-based brand that offers a range of baby and toddler products, including swaddles, blankets, clothing, and accessories.
The Challenge
Coco Moon faced a critical issue: the absence of a consistent creative testing strategy. This deficiency had a negative impact on their overall performance, as sales began to decline while Cost per Acquisition (CPA) steadily increased. The combination of diminishing sales and rising CPAs highlighted the need for a more structured and effective approach to their marketing initiatives.
The Solution
In response to the challenge of increasing Cost Per Acquisition (CPA), we embarked on a comprehensive approach, emphasizing several key areas.
Our first step was to develop a creative testing roadmap. This strategic plan entailed systematic testing of a variety of creative concepts and angles, including bold claims, Us vs. Them, reviews, and unboxing. The primary aim of this roadmap was to identify the most successful creatives and optimize our advertising efforts.
The second key area of focus was on discovering new creative winners. By adopting a continuous testing and refining process for our creatives, we were able to unearth new and engaging content that resonated with our target audience. These successful creatives were pivotal in driving sales and improving the overall performance of our campaign.
Our third initiative was to boost sales through lead generation. To achieve this, we launched the Spring Cleanup Giveaway. This lead generation campaign was designed with the objective of capturing a significant number of email sign-ups. Although the non-conversion focus of this campaign caused a dip in paid goals, it was instrumental in creating a larger pool of potential customers for our sales efforts.
As we carried on refining our strategies and gained a better understanding of what worked best within the account, we expected to see performance improvements during the second and third months. By concentrating on creative testing, identifying successful creatives, and expanding our lead generation efforts, we were confident in overcoming the challenge of increasing CPA and achieving our predetermined spending goals and key performance indicators (KPIs).
Results
As a result of our focused efforts, we achieved significant milestones and improvements in our campaign performance:
1. Increased ROAS by 20% YoY:
- Our strategic approach and continuous refinement of our creative strategies led to a notable increase in Return on Ad Spend (ROAS) by 20% Year-over-Year (YoY). This demonstrated the effectiveness of our efforts in driving sales and optimizing advertising investments.
2. Developed a comprehensive creative roadmap:
- We built a creative roadmap that corresponded with sales, trends, and other impactful events. This roadmap allowed us to align our marketing initiatives with the ever-evolving market landscape and capitalize on opportunities arising from seasonal trends, promotional events, and consumer preferences.
20%
Next Case Studies
