The Vegan Kind: Increasing Revenue by 434%
THE RESULTS
434% | increase in revenue |
676% | increase in subscriptions |
13% | decrease in cost per subscription |
Increasing Revenue by 434%
The Vegan Kind is an online supermarket specialising in Vegan and responsibly sourced products. There are two arms to the business. They sell products directly to the consumer through an online supermarket, but their main source of income and customer acquisition is the subscription-style boxes that introduce customers to new products each month.
After remarkable growth, and following a series of new investments, The Vegan Kind (TVK) needed to show they could kick on and reach new heights.
Social media (mainly Facebook and Instagram) was a good source for new customers but this was being run internally and, with increasing demands, it was getting fewer resources. They needed external support.
43 Clicks North was appointed to help scale the activity across Paid Social. Our task was to ensure new customers were acquired profitably and within budget.
First steps: auditing the accounts
First things first, we audited the Paid Social accounts. This highlighted the good work the TVK team had been doing. It also revealed some areas that could do with attention, and some new strategies we could implement to introduce TVK to a new audience.
We focused on the following:
- We used broad targeting to reach a new audience. TVK’s current targeting limited their reach, focusing on vegans and ignoring the wider market of vegetarians, flexitarians and people generally trying to reduce their meat consumption.
- We set up remarketing to maximise the value of every click and every user that visited the site. This was a good way to increase revenue from users who already knew the brand.
- We improved the creative to appeal to users at all stages of the funnel, rather than only using sales and promotional messaging to drive sales.
- The data in the account showed TVK had a reliance on bringing new customers in at their seasonal peak (January). We knew for the business to scale we had to identify a way to bring in new customers all year round.
Targeting: go broad or go home
The account’s targeting wasn’t bad. But it was just restrictive and it was limiting TVK’s potential.
Since the changes made by Apple in IOS 14, Meta have made micro targeting harder and less effective. Instead, it prefers marketers to utilise the algorithm to match new customers up with their creative based on relevance, engagement and other website metrics.
So, we updated the campaign settings and reworked the ad structure. The aim was to support a broad targeting approach, while ensuring the right conversion metrics were used as signals for the different campaign types. For example, we set traffic as the campaign objective for higher funnel ad sets, and return on ad spend (ROAS) for lower funnel conversion campaigns.
Then, we audited TVK’s Google Analytics, Tag Manager and Facebook Pixel implementation, making sure everything we wanted to track was firing when it should. This meant the signals we were sending to Meta were as accurate as possible.
Creative: letting the ad do the work
The creative TVK were using was targeting the hard-core vegan community. As with the ad targeting, this was limiting its appeal and scalability.
On top of that the product, website and branding were at odds with the ads, with an appearance that suggested a much wider appeal. We introduced new creative that would match the onsite branding better and appeal to this wider audience.
We tailored the creative in line with the consumer decision-making model. We created ad sets that:
- Introduced users to the brand (identification of needs)
- showed them the range of products and subscriptions (informational search)
- Demonstrated why they should buy from TVK (review of alternatives)
This maximised the impact of each creative and supported the campaign structure that was targeting a broader audience, compounding the initial success.
Maximising your audience: investing in remarketing
TVK was doing a lot more than just Paid Social with us, including Google Ads and SEO. This meant there was plenty of traffic going to the site and, as is usually the case, a lot of that traffic wasn’t doing much.
Despite our remit being primarily new customer acquisition, we proposed utilising remarketing for two purposes:
- Re-engaging users who have been on the site but took no action. This would make every click count, meaning budgets across all paid activity would be more valuable and reduce acquisition costs over time.
- Increasing the repeat purchase rate of past customers. Firstly to maximise overall revenue and secondly to make each new customer acquired more valuable. If we could increase the lifetime value of each customer we could afford to be more aggressive in acquiring, making us more competitive across paid media.
To do this we synchronised TVKs first party data with Meta, separating audiences depending on their behaviour - for example, whether they had purchased in the last 30 days.
Lastly, we utilised this first party data to create a look-a-like audience that Meta could use to match potential new customers to us. This acted as another signal of the type of customers we wanted to target, complementing the broad targeting structure we adopted.
Reversing the seasonal dip: did somebody say no meat?
Seasonality hits most businesses but the peak of Veganuary (January) had been a driving factor in the growth of TVK. We needed to make sure that their yearly performance was less dependent on this one factor.
Greatly improved performance, as a result of broader targeting, remarketing and improved creative, helped to do this somewhat. But as it raised performance across the whole year, there was still a clear peak in January and summer was much quieter.
We knew capturing more of the market’s existing demand wouldn’t be enough. We needed to create demand. So, we jumped on the BBQ bandwagon. We offered a range of meat-free BBQ goods that were perfect for the grill, and targeted flexitarians and anyone who wanted a meat-free alternative. Not just die-hard vegans.
To capture this attention we needed creative messaging that would stand out and make people take notice. We needed to introduce people to the concept quickly rather than trying to get them to buy without context.
What better way to do this than PUPPETS!.Yes, that’s right, puppets. (see video below)
We created a rap, taking inspiration from “Did Somebody Say Just Eat”, hired a puppeteer and created the below campaign. Using this we created numerous assets and pushed them out across Facebook, Instagram and YouTube, driving users to the site before hitting them with remarketing ads to drive conversion. This was a huge success with a 9:1 ROI on all activity for this campaign.
Results: 434% increase in revenue
By identifying the biggest opportunities, and with support from TVK, we constantly built build on our initial successes. This meant we could compound the impact each time for great results.
In turn this built a strong relationship with TVK and allowed us to flourish and bring new and existing ideas to the table like the “did somebody say no meat” campaign.
- 434% increase in revenue
- 676% increase in subscriptions
- 13% decrease in cost per subscription
- 9:1 ROAS on “Did somebody say no meat” campaign
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Our Work
We’ve worked with a variety of companies to produce outstanding results. From internationally recognised brands to small family-owned businesses, we’ve gotten to know our clients inside out to produce perfect projects and create captivating campaigns that truly express their message and values.
