Cozy Earth’s Facebook Ad Makeover: Increased Efficiency and Higher ROAS Without Raising Spend
Background
Cozy Earth is a luxury brand. They focus on bedding and loungewear made from sustainable bamboo fibers. Cozy Earth is famous for its eco-friendly approach and comfort. It has created a special place in the market with its premium products. Despite its strong brand identity, the company struggled to maximize its return on Ad spend (ROAS) with Facebook Ads. This was a key part of its marketing strategy. To scale their business effectively, they needed to optimize the efficiency and impact of their ad campaigns.
Challenges Faced
Even with an established presence, Cozy Earth struggled to improve its ROAS, falling short of expectations. The main challenge was to find a strategy. This strategy needed to increase campaign performance without raising ad spend. Spending more on ads won’t fix the problem. They need to improve their creative content and target the right audience to connect with potential customers.
Strategic Overhaul
We faced these challenges, so we revamped our strategy. This aimed to increase ad performance with more engaging creative content. Here’s how we approached the problem:
- In-Depth Market Research: We started with in-depth market research. This helped us learn more about Cozy Earth’s target audience. We looked at customer preferences, behaviors, and demographics. This helped us find key groups that would likely respond to the brand’s messaging. This research was essential in ensuring that the ad creatives were perfectly aligned with the audience’s needs.
- Ad Creative Development: Our team came up with several ad ideas to catch the eye of Cozy Earth’s target market. By testing different visuals, messaging, and ad formats, we worked to create ads that cut through the noise and captured interest in a crowded digital landscape.
- Visual Appeal: A focus on high-quality imagery and video was central to the campaign. We showcased Cozy Earth’s eco-friendly, premium products. We focused on their luxurious feel and commitment to sustainability. The aim was to create ads that not only grabbed attention but also generated desire, leading to increased clicks and conversions.
- Customer insights: We used insights from Cozy Earth’s customers to improve our ads. This helped us focus on what their audience liked best. This feedback loop was vital in crafting ads that felt personal and aligned with customer expectations and the brand’s values.
- Storytelling and Messaging: We saw how storytelling can connect. We created engaging stories that highlighted Cozy Earth’s strengths: sustainability, high quality, and amazing comfort. These stories built an emotional bond with potential customers. They also strengthened the brand’s identity.
The Approach
Through an initial audit, we identified that Cozy Earth’s marketing efforts were too reliant on their existing customers. While retaining current customers is important, sustainable growth requires constantly attracting new ones. We shifted the focus toward strategies that would bring in fresh audiences and convert them into loyal customers.
Holistic Performance Tracking
We also took a more comprehensive approach to measuring Cozy Earth’s marketing performance. Instead of solely focusing on Facebook ads, we tracked key metrics that gave us a full picture of the brand’s performance:
- MER (Marketing Efficiency Ratio)
- CAC (Customer Acquisition Costs)
- NCAC (New Customer Acquisition Cost)
- AOV (Average Order Value)
- CVR (Conversion Rate)
By analyzing these metrics, we were able to customize a metamarketing strategy designed to scale the brand efficiently while maximizing profitability
The Results
Our strategic overhaul led to significant improvements in Cozy Earth’s Facebook Ads performance:
- ROAS Optimisation: We successfully optimized Cozy Earth’s ROAS, transforming their Facebook ads into a profitable channel.
- Better Ad Spend Efficiency: By focusing on high-performing creatives and audience targeting, we managed to increase ad spend without sacrificing profitability.
- Improved Creative Performance: The revamped ad creatives resonated strongly with Cozy Earth’s target market, driving higher engagement rates, better click-through rates, and ultimately, more conversions.
In the end, our focused approach helped Cozy Earth improve their ad strategy. This made their campaigns more effective and increased their profits.
