Maximizing ROAS for a

Food & Beverage Brand

Case Study

Background

In the competitive food and beverage industry, achieving an efficient cost per conversion while maintaining or increasing Return on Ad Spend (ROAS) is a substantial challenge, especially during peak seasons. Our client, a notable player in this sector, aimed to enhance their campaign performance in Q4, targeting to increase their ROAS from 3 to 5. Despite a commendable existing cost/conversion of $5, there was still a significant opportunity to optimize and achieve greater efficiency and impact.

Objectives

  • Lower the Cost/Conversion: Improve the efficiency of ad spend without compromising the quality of outreach.

  • Increase ROAS: Elevate the ROAS from 3 to an ambitious target of 5 during the highly competitive Q4 season.

Strategy & Execution

1. Comprehensive Campaign Audit:

The first step was to conduct a thorough audit of all campaigns on the platform. This meticulous review enabled us to understand the entire path to conversion, identifying both the campaigns that were filling our pipeline and those responsible for driving last-touch conversions.

2. Analysis of Historical Creatives:

We conducted an in-depth analysis of all copies and creatives used in the past three years. This exhaustive review allowed us to pinpoint areas for improvement and opportunities to diversify our creatives, aiming to resonate with a broader audience.

3. Leveraging AI for Creative Diversification:

Given the budget constraints and the inability to conduct a traditional photoshoot, we turned to innovative solutions. By utilizing AI, we generated custom images that were both cost-effective and highly engaging. Subsequently, we integrated the client's products into these images through Photoshop techniques, resulting in captivating and original creatives.

Results

  • Achieved a 700% ROAS Across Campaigns: Surpassing the initial goal, the campaigns achieved an exceptional ROAS of 7, demonstrating the effectiveness of our tailored approach.

  • Enhanced Cost Efficiency: Through the careful auditing and optimization process, we were able to significantly lower the cost per conversion, further contributing to the increased ROAS.

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