Inne’s main challenge has been to understand its brand identity and discover the creative path to success in their social media advertisements.
Inne's product is a subscription based, at-home fertility monitoring system, using saliva and helping women track their cycles in 3 simple steps. The product is currently available across the DACH region, with Germany being the main focus.
TBD
Before joining Ladder, Inne’s marketing efforts had been centered around influencer marketing. For this reason, and to diversify their media placements, Inne’s main challenge was to understand its brand identity and discover the creative path to success in their social media advertisements, in order to establish benchmarks and use social media as a constant influx of new users at a reasonable cost.
When Inne joined Ladder, their branding was not fully developed. For this reason, our first test was centered around finding the best stylistic approach to our creative design.
The test consisted on a combination of static images in 3 different styles, paired with distinct copy messaging and tone.
It included:
3 Different messages: Emotional, Practical and Product Centric
3 Different visual styles: Die cut illustration, illustration and photography
Upon concluding the test, we realized that the best performing visual style, in terms of Landing Page Views, for all three concepts was Illustration, for both the German and English Markets.We also found that different messages, work differently across the funnel. However, our historically best performing asset across the account, is an emotional illustration.
This combination of style and message, have brought in 40% of the total sales across the account.
After extensively testing static images, we decided it was time to explore video format, as historically we have seen video drive cost efficient results across social media platforms, specifically at the TOFU level. This hypothesis, tight in nicely with our main efficiency KPI, of achieving lower Customer Acquisition Costs.
The test consisted in long and short form video assets, each testing a different creative concept.
We tested four different concepts in video formats:
Testimonial - Focused on personal experience from product usage
Science Forward - Focused on the science and technology of the product
Before & After - Focused on the results from tracking your fertility
Unboxing - Focused around product unboxing
Universal App Campaign Results relative to channel average:
Video ads contributed 35% of the total quarterly sales. The testimonial video was the most successful of all four concepts, and driving 19% of the total quarterly sales.
83% of the TOFU sales throughout the quarter came from video Assets, proving our hypothesis of the positive impact of video at TOFU level.
After running our full funnel strategy, we realized that we needed to maintain a constant influx of new users at the top of the funnel, to ensure we were not saturating our remarketing audiences. With this in mind, we decided to launch 2 blog campaigns, which we thought would not only help us bring cost-efficient traffic, but would also help us continue to build brand awareness and build a relationship with users.
We decided to test blog posts as an initiative to bring more top of the funnel traffic. For this, we used Inne's most successful blogs paired with static creatives and curated copy.
So far we have tested 2 Blog Campaigns and 7 blogs across each:
English Blog Campaign: Consisting of 7 blogs in the English language and redirecting users to the English landing page.
German Blog Campaign: Consisting of 7 blogs in the German language and redirecting users to the German landing page.
Achieved the lowest cost per click (CPC) among all campaigns at:
- CPC: 0.45 and 0.19 for the ENG and GER campaigns respectively.
Increased Conversion Rate from Landing Page to Initiate Checkout:
- From 0.26% to 1% in the English Campaign
- From 0.11% to 0.93% increase in the German Campaign
Ladder’s strategy consisted in the implementation of a full funnel strategy, which aimed to fill the top of the funnel with a constant influx of new users, whilst simultaneously converting them in the middle of bottom of the funnel stages using remarketing audiences. We also launched Blog campaigns, to continue spreading brand awareness and building our top of the funnel at a cheaper cost. When Inne joined Ladder, their branding was not fully developed. For this reason, our first test was centered around finding the best stylistic approach to our creative design. After extensively testing static images, we also decided it was time to explore video format, as historically we have seen video drive cost efficient results across social media platforms, specifically at the TOFU level. This hypothesis, tight in nicely with our main efficiency KPI, of achieving lower Customer Acquisition Costs. After running our full funnel strategy, we realized that we needed to maintain a constant influx of new users at the top of the funnel, to ensure we were not saturating our remarketing audiences. With this in mind, we decided to launch 2 blog campaigns, which we thought would not only help us bring cost-efficient traffic, but would also help us continue to build brand awareness and build a relationship with users.
Results
By constantly testing different creative routes, formats, and campaigns at different funnel stages, we have been able to optimize Facebook, achieving:
Historically low Customer Acquisition Cost at €335, which decreased an average 52% per month since July
Historically low Cost Per Checkout Initiated at €50Historically high CVR (from click to purchase) increased by a significant 575%
