stepone underwear (United states, australia, UK)
Stepone is an underwear company based out of australia, developed by owner and CEO greg taylor to fight chafing. The brand had a ton of positive cashflow with desires to 2x their production and customer acquisition strategies. the brand is the dominant underwear provider in australia, but to grow in the UK and USA, they needed to define a strategy to grow it.
The way we advertise to consumers in the united states is much different than australia. aussie customers tend to focus on popular figures such as those featured in sports, reality shows like love island, and prominent influencers to make their decisions.
the united states customer is much more about trust and emotion. we designed a large ad creation strategy with the internal team at stepone to focus on the unique value added proposition of chafing. much like the manscaped type ads, but in a similar fashion. the product is patented with the anti-chafing ultraglyde panels so we wanted to focus on that.
results were strong. the brand was spending high 6 figures monthly across all three markets and finding record number of sales and profits during my time. They eventually came in at 3x on sales while holding to a 3 ROAS during my 10 months there as a fractional marketing director managing all ad creative strategy, output, and advertising execution in platform.
we also ran a tiktok series to grow their organic following on tiktok where we presented our underwear in public and asked people why or how they bought their underwear. quite the experience gathering that information. you can view it at the tiktok handle steponeofficial.
I was replaced by an internal hire as they built out their ad buying team internally.
Sweet Red Poppy
sweetredpoppy.com
kim coffin, CEO and Co-Founder
Kim and her husband Josh have built this massive cricut following over the years, but really exploded in 2020 during the pandemic. they were able to build their email list by running a strategy to acquire new customers with a lead magnet, an at-home mask design, and led to kim developing a course for cricut, serger, sewing and many other courses.
much of their success came from their list building and community building, however, during the launch of their courses, facebook & instagram advertising became a staple in growing their community from a great hobby to a thriving business. kim and josh are leaders in the crafting industry publishing multiple books and are now featured in joanns, michaels, amazon and other well known craft stores as the experts to learn from.
misfits market (2019-2020)
misfits market brought me on through a contract relationship i had with a new york city based agency. they were in search of an expert to run their mid-7 figure ad spend monthly on facebook, instagram, tiktok and pinterest.
the goals of these campaigns were to find new customers at their customer acquisition cost. the focus was to bring them in at cost on the first purchase because the average length of the customer was around 3-6 months at this time.
we met the goals and increased budget, maintained costs and continue to see it grow today. at some point, misfits market and other similar products will be acquired, but their strategies to test and launch in markets were driven by facebook and instagram acquisition strategies.
pitusa
pitusa brought me on during two different scenarios when the company was struggling with customer acquisition. the biggest challenge with pitusa was there were a lot of knee-jerk decisions being made within the company. my strategy was to simplify the creative and to help it stand out on the instagram and facebook feeds. we also used a strategy to bring in tiktok advertising to drive more top of funnel awareness campaigns.
pitusa struggle to find where to attack customers. dresses were anywhere from $150-300, and your average consumer cannot afford this. we built influencer, lookalike and high income interest targeting to help drive their goal of a 4 ROAS. the trick with pitusa is customers purchased more on their first purchase and oftentimes had such a great experience, their issue is people would buy 1-2 times a year so striking while the iron was hot was a key focus during peak spring and summer travel seasons.
goal: 4 ROAS
average monthly spend: $40-60K peak season
Tovala smart ovens
tovalaoven.com
tovala brought me on as a marketing consultant for a quick six months. oftentimes, brands like them will bring me on while their ad buyer is on maternity leave, but this brand in particular brought me on to drive social media briefs, align content with strategy, and find success through facebook advertising.
PYnrs.com
Pynrs, short for pioneers, is a running community in boston, Massachussets who needed a stronger, nationwide reach. they built a strong community with african american and hispanics in the boston area by organizing runs, get togethers, and developing swag all were proud of.
the biggest challenge with this brand was competition and awareness. we worked to find african american interests, musicians, athletes and more who would be interested in growing the community.
brand was spending $30,000 monthly on advertising through facebook and instagram but had no strategy to drive content. my role was to help them develop that and turn it into converting material. we started with a creative brief and gradually worked on improving their ad targeting strategy.
uptime energy
uptime energy was through a partnership with the jxt group as they built out their ad buying team, specifically for paid social. uptime is found in 7-elevens and other convenience stores nationwide. they have partnered with athletes like cade cunningham (1st overall pick in the nba draft, detroit pistons) and were looking to grow their social media campaigns online.
it took a lot of testing and influencer creative to find customers. This was also a very unique acqusition model because of the in-store purchase component. much of the brand awareness we drove through paid social would not be specifically trackable to purchases made at the local gas station.
the focus was aligning brand strategy, branding, easy-to-understand concepts with applicable market fit statements to compete with other energy drinks in the market. their value adds of a screwable cap, zero sugar options, multiple flavors, staying cold longer were all strong selling points we focused with using billo creators.
