Brighboxes is solving a very big problem for everyone – Unique customizable gifts. They are selling their curated customized products online since 2019, however, their growth was slow and they were struggling to consistently scale past $1,000 daily ad spend and over 100k in monthly sales with 40%+ retention which is huge.
When they first came to us, all they wanted was for us to be spending 5k in monthly spend and get 2.5x ROAS overall.
The only challenged we face was the issue of over-reporting of the pixel, because people were buying the product as gifts and shipping it to different addresses by ordering it twice or more in one shot. Facebook put most of our conversions in View-through attribution even though the first click that generated the first conversion was from our ad.The only challenged we face was the issue of over-reporting of the pixel, because people were buying the product as gifts and shipping it to different addresses by ordering it twice or more in one shot. Facebook put most of our conversions in View-through attribution even though the first click that generated the first conversion was from our ad.
Eventually, we found out that the brand was using an app that can segment all those orders with multiple addresses into its own particular order so then we started to cross-check the data from Facebook, Shopify, Google Analytics, and a few other options.
Because we had to build this bond between the customer and a brand, we started writing many different stories for our ads. The founder is the face of the brand, so we had to make sure we structured all of our campaigns based on their brand image.
After analyzing the data and how our customers bought the products, we segmented out the content & creatives they provided into 3 funnel steps that we were gonna structure our campaigns.
1). Prospecting (for acquiring new customers)
2). Re-engagement (for people who knew about the brand but hadn’t visited the website yet)
3). Re-marketing (for people who visited the website already but didn’t purchase yet, on every step of the funnel)
We created 2 campaigns for remarketing, one was with DPA ads and the other one was the normal conversion campaign with proper exclusions in the place.
We used DPA ads to overcome every objection they had and for the ones that reached the checkout but didn’t buy – we offered our products at a discounted rate. Throughout the process, we were getting great creatives to use from the team.
Because it was a customizable product with 100 different variations, in the beginning we didn’t care about where we were directing people as long as it was on the website as it was hundreds of different things people could choose from and we still needed to make sure the best seller.
The creatives that worked initially in our creative testing phase, were moved to the top of the funnel audiences. If they worked there, they would be moved down the funnel all the way to the back-end campaigns, where they would be advertised to the people who bought the products.
We are more comfortable testing with ABOs instead of CBOs because we need to make sure that every test we launched spent an equal amount of budget for analyzing the split tests later.
Then for scaling, we start with using CBOs by putting our winning creatives and copies in dynamic creatives with our best audiences.
Then after days went by we created a post-purchase campaign with 5% of our total budget and it took the retention rate from 34% to 52% overall.