CASE STUDY
Nutritional and Fitness Supplement Brand scaled 8x in a year with comprehensive eCommerce implementation
They had 100+ stores and sales points in various countries and a newly created online eCommerce store operating with a significant loss. I came in to create a full-scale digital marketing strategy and build a comprehensive global team to execute it.
Sold to 118 countries
Scaled 8x in a year
7.5 ROAS (FB & GAds)
4.47% conversion rate
The Project
This nutritional and fitness Supplement brand offers healthy all-in-one daily supplements not only for athletes or people engaged in high physical activities but also everyone. They had 100+ stores and sales points in various countries and a newly created online eCommerce store operating with a significant loss.
The company has always preferred brick-and-mortar for selling its products until the recent investment it received to scale its business via the power of eCommerce.
With their physical stores generating less and less profit due to COVID-19, they needed to go digital. Fast. However, as a business always using traditional models, they were utterly lost on where and how to start.
I came in to create a full-scale digital marketing strategy and build a comprehensive global team to execute it.
The Tools
- Google Ads & Google Shopping
- Facebook & Instagram Ads & Shop
- Email Marketing
- Marketing Automation
- Ad Creatives
- Landing Page optimizations
- SEO
- CRO
- Influencer Marketing
- Shopify
The Diagnosis & Problems
Upon my initial analysis, I could highlight the most critical challenges in front of us. Even though the products and general marketing initiatives were effective and successful, their digital implementation required lots of macro and micro-tasks, from setting up an eCommerce website to omnichannel tracking.
The company’s Google ROAS was way lower than industry standards, and its video and photo visuals needed to be adapted to the web. In addition, they were using digital advertisement mainly for brand awareness without utilizing its most valuable tools – tracking and personalization.
The Goals
- Setting up a digital marketing infrastructure for the eCommerce website
- Transferring existing customer base to the online shopping
- Launching & selling products to shoppers all over the globe
- Minimum 6 ROAS
- 5x Growth in the first year
- 30% sales from retained customers
The Execution
Once I was done with a 32-page long digital marketing strategy & planning, we started building a team that made it possible to set everything from eCommerce platform to product content and visuals, to error-free cross-site tracking, to marketing automation systems and essential funnels up in less than 2 weeks.
In the first 3 months
We improved the site’s user experience and copy and performed multiple A/B tests to achieve higher conversion rates. After we launched Google and Facebook ad campaigns in Europe, North America, and Australia, we also started delivering our ads through less popular local ad networks. Crafting a comprehensive email automation system was a breakthrough point (resulting in a 35% increase in sales and a 30% increase in repeat customers) for personalizing the whole shopping experience for cold, warm, and hot audiences.
In the next 3 months
Once we accumulated enough sales data, our main focus was to create upselling campaigns on all fronts to build a loyal customer base. We created bundles based on the existing data and advanced statistical prediction methods. Overall, we built over 70 discount campaigns delivered to shoppers in the form of cart abandonment emails, exit overlay pop-ups, retargeting ads, product bundles, etc. We also established partnerships with complementary businesses to cross-promote our products and expand our reach to new customers.
Starting from the third quarter
We slowly expanded our ad initiatives to the rest of the world (Asia, South America, and Africa). We created a new pricing model by adding one-time, monthly, and yearly subscription options besides keeping separately sold products. As a result of our efforts to discover new expansion channels, we collaborated with 15+ nitpicked influencers and ran our FB/IG ads from their accounts. Thanks to promo codes and UTMs, we were able to measure the success of these campaigns, which was around a 25% increase in sales and a 50% increase in new customers.
The Results
Sold products to 118 countries on 5 continents
Achieved 7.5 ROAS (FB & GAds)
Scaled 8x in a year
34% of sales came from repeat customers
The average order value increased by 18%
Reached 4.47% eCommerce conversion rate
The Report
Achieved 7.52 ROAS with Facebook Ads
Achieved 7.08 ROAS with Google Ads
Sold products to 118 countries on 5 continents
Reached 4.47% eCommerce conversion rate
34% of sales came from repeat customers
Avg. CPC down to $0.18 with Google Ads
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