Towards the end of 2022, Faith began working with Organic Crew with a simple goal to improve return on ad spend (ROAS). A critical measure of digital activity and its effectiveness, ROAS balances the total advertising expenditure against the revenue generated as a result of sales, typically measured as a ratio. A useful metric for any eCommerce business, when we commenced working with the brand, Organic Crew’s ROAS was languishing at a little over 1:1. Beyond this key metric, we were briefed to enhance and streamline their media buy, along with developing any marketing materials required for the campaign. We worked closely with brand founder Mel Lechte, marketing manager Chelsea Hinde, social media manager Lydia Garth and managing director Michael Sonand.
When we began our campaign, advertising expenditure was split roughly 65:35 between Google Ads and Meta Advertising (across both Facebook and Instagram). While we typically don’t like to drastically change a brand’s approach in the first few months, we did immediately note that Meta Advertising was already performing better than Google Ads. Therefore, we swapped the advertising split between the two channels. Utilising photography taken at recent photo shoots for the brand, along with behind the scenes videos (simply captured on iPhones), we created compelling ads for our Meta campaign, aligning closely with the brand’s positioning and guidelines. After the first three months of the campaign, we noticed gradual improvement on ROAS. However, the consensus was that Google Ads was holding back the effectiveness of the campaign. As their product offering is more simple than others, yet still quite expensive, it was felt that a more visceral campaign exclusively on Meta was the way to proceed. By the end of six months, we hit a ROAS of 4:1 and two months later nearly hit 5:1, focusing exclusively on Meta Advertising.
Founder Mel Lechte’s testimonial:
“When we appointed Faith, we were out of ideas, frustrated with a previous agency that simply couldn’t deliver on their promises. Ultimately, the hard work that Faith performed paid off, with terrific results in a short period of time! We’re really excited about where we can take our business together.”
We have prepared a short case study assessing our results and how we achieved them. Please see the link for the full study below:
Organic Crew | Case Study 2023