Case Studies
I take advantage of opportunities to learn in everything that I do and think about issues from every possible perspective. Below are some of the innovative strategies and analyses that have brought success to my past clients.
Company A
Launch From Scratch: Go-To-Market Strategies
A new alcohol brand had recently launched with 0 digital footprint or momentum in the industry. Paid media began immediately, so multiple optimization strategies would be utilized at launch. WoW performance was erratic, making it hard to identify winning audiences & creative.
Solution
• Set up testing structure for the campaign that would rapidly identify key targets & creative
• Analyze WoW Revenue Lift trends to find the KPI driving the most value.
Results
The client was able to increase sales 5 months in a row, increasing ROI by 3x in total. As ads became more efficient, the budget was available for additional campaigns in support of their industry conference & tasting events, which increased wholesale opportunities by 3x.
Client B
Collection Launch: Testing Frameworks
Client B was set to launch their home decor collection with more than 64 assets. Though their total budget was $300k+ per month, the majority of their spend went to dynamic creative that would not use these new pieces of creative. The client wished to spend against all 64 new pieces of creative, though they were aware this would greatly impact ROI.
Solution
• Create sequential video targeting that would split the creative by collection
• Retarget video views of new creative to move users down the funnel
Results
The campaign was able to use all of the available media while increasing ROI by 30%. New segmentation created opportunities for efficiency and ROI steadily improved over 3 months. Average order value (AOV) increased by 50% in 1 month, while remarketing ROI increased by 11x.
Client C
Audience Discovery & Optimization
The client in the Film space had a limited budget to promote an art-house horror film with an all-female cast. The studio initially ran with a male-focused campaign based on demographic data of horror fans and initial focus groups.
Solution
• Identifying the all-female cast as a differentiator of the film, we re-analyzed data from all campaigns, including the main trailer, revealing that females within nerd culture had been the best performers.
Results
The small indie film was able to gross $8 million at the box-office despite a $200k all-in marketing budget. Reach among the primary audience increased by 8x, while cost per ticket sales decreased by 75%.
Client D
Influencer Go-To-Market & Wholesale Launch
The client, an influencer-backed Tequila brand, had eyes on expanding their foothold past the Los Angeles area to markets across the United States. The influencer’s name had gone a long way to promote the brand in the summer, but in a saturated market, customer adoption was stagnant.
Solution
Working hand-in-hand with the client, we identified their trackable goals from “expansion” to wholesale request volume and local sales via Drizly. Once the goals were identified, budgets and tactics were reordered to maximize lift in markets with the most potential. Creative was then made to educate non-tequila drinkers with blogs, tastings, and recipes to inspire their next drink menu.
Results
The brand quickly became the top-selling new tequila of 2020-2022 in wholesale and local sales volume. This successful expansion strategy set the stage for the brand to be available in all 50 states in stores such as Wal-Mart, Total Wines, Target, as well as locally owned liquor stores.