Candy Bar Startup | Meta Ads, Google Ads, Aisle

Tried of junk in their favorite candy bars, they set out to craft a better for you candy bar that is low in sugar and free of artificial ingredients. However, after developing what we agree is the perfect candy bar, they had two big questions. How do they get it to market and who are there customer?

Increase In-Store Product Trials with Aisle & Meta Ads

The Challenge

Our client was smartly using Aisle, which enabled them to run in-store sampling campaigns by offering SMS-based cashback on purchases of their product. However, their previous agency was struggling to get sign ups which meant less inventory turn over, less product trials by new customers, and less LTV. 

Our Solution

We jumped right in and revamped their entire campaign. We started with implementing end-to-end tracking on both their website and Aisle landing page, then adjusted their creative, and finally tweaked their ad targeting to dial in exactly what we were looking for.

The Results – 5x Lower CPA

We were able to drop their cost per Aisle sign-up by 5x from their previous agency. Furthermore the quality seemed to have increased as we saw significantly more follow through from this customer base with an increase in store purchases.

eCommerce Target Market Identification & Sales Growth

The Challenge

Unclear as to who their customers were in the crowded online landscape of CPG goods, we decided to use Meta Ads as a testing ground to identify who exactly we want to target.

Our Solution

We partnered with our favorite UGC provider Crafted to produce a range of ads featuring diverse individuals and highlighting different product benefits. Through multivariate testing, we strategically allocated our budget to determine exactly which demographic we wanted to target, which groups provide the most revenue, and which creative works best.

The Results 6% eCommerce Conversion Rate from Meta Ads

We learned their product best resonated with two audiences

  • Vegans – 6% conversion rate
  • Mid-career women between the ages of 25-55 – 3.5% conversion rate

We believe that vegans are uniquely predisposed to buying CPG goods online due to limited options in traditional grocery stores that cater to their dietary needs. We also found that mid-career women are more health conscious and are more likely to seek out food alternatives that are better for them.

Continued Growth & Evolution

After running these campaigns, the client has decided to take these insights and revamp their product packaging and market position. 

We look forward to helping them with their relaunch!