Situation.
Vitality Institute wanted to use paid media to expand its direct-to-consumer business, and we helped it grow exponentially year-over-year. We integrated new channels focusing on building audiences through traffic and TOF campaigns to begin building out our funnel efforts. We launched a full-funnel program on both Google and Meta that allowed us to target audiences who were already familiar with Vitality Institute’s B2B.
Having not used paid ads for their DTC business in the past VI was hesitant to spend money without a guarantee of a strong return. As a result, we began with a limited budget and proved just how impactful paid media is.
Objectives.
Achieve a blended ROAS of 2.0x from Paid Media
Increase the average order value by 35%
Raise awareness of VI Derm by increasing traffic to the website
Our Approach.
We first built out audiences from Vitality Institutes' B2B business to better target potential customers for the VI Derm direct-to-consumer side. From there we built out a strategic media plan that outlined our full-funnel strategies on Google and Meta. Our main objective was to attract new customers while guiding them through the funnel to convert to a purchase.
Creative Iteration: Each month we built out creatives based on trending hooks and made variations with slight differences to determine winning aspects to then replicate in future assets
Google & Meta Advertising: Built targeted campaigns that focused on creating a full-funnel effect for our audiences to go from unaware to fully aware to conversions
Traffic Focus: Allocate a strong percentage of budget to traffic to help the brand gain awareness
Services Provided.
Campaign planning
Asset creation
Audience criteria
Media management
In-flight optimizations
Analysis and insights
Key Results.
When comparing year over year and prior to beginning service with PNK, here is what we found:
+559.49%
increased average order value year over year on Google
+315.49%
increased Meta revenue year over year
🡱-56.84%
decreased Customer Acquisition Costs year over year
“Thank you so much! Our business has expanded beyond our initial goals and your insight on creative strategy has been invaluable” -Aiko J.
Result & Positive Impact
Year over year we saw an exponential improvement in traffic to the VI Derm website, top-line revenue, and brand awareness.
Website Traffic and Revenue: Achieved a 112.34% increase in top-line revenue in the first year while also increasing clicks by 113.90%
ROAS: Reached a consistent blended ROAS of 2.0x over
Creative Process: Throughout our asset iteration we were able to determine the copy, format, and style that performed best. Allowing us to hone our creative strategy and produce winning ads time after time
We were able to determine what strategies achieved improved results in their paid performance and better align this with the seasonality of some of their products. With our hands-on approach, we were able to capitalize on high-performing moments by increasing budgets during these times. We also were able to utilize our creative insights to maximize our results while maintaining their limited budget, proving that paid media was beneficial, which in turn led to a later increased budget and more success year over year.
