Ash led efforts in generating increased brand awareness and brand search term volume for Sunnyside.co (formerly Cutback Coach), a mindful drinking app. By planning and strategizing new brand campaigns using YouTube ads, it built awareness and captured demand.

With rigorous creative testing, I was able to drive an 188% YoY increase in brand search volume while investing in YouTube & creative testing. This impacted revenue tenfold and now allows Sunnyside to own their branded terms and spend less of their marketing dollars on low quality non-brand prospecting keywords.

Ash partnered with Farmstead on Facebook marketing, aiming to dramatically ramp up new customer acquisition. For the first year and a half, the sole focus was to drive prospective customers to their online experience.

Fast forward to 2020, where consumers and grocery shoppers are facing new challenges every day and many are looking for high quality online grocers that they can trust.

Farmstead and Ash worked together to uncover their core brand pillars and position them in front of a new world of consumers.

Two videos were created. Multiple :50 second versions and one :06 second version.

Reaching SF Shoppers:

Impressions

1.2M

Uniques

369,000

THE STRATEGY

A full funnel approach was taken to develop the social media strategy for Farmstead. We focused on each layer of the funnel and built custom audiences based on thruplays from the brand videos to help scale and run sequential messaging to keep Farmstead top of mind for San Francisco Bay Area residents.

The :50 second videos were used for prospecting and the :06 second video for retargeting.

We were able to test several different versions of the brand video to find the right mix of audience and creative. The platform is powered by AI that pauses underperforming ads and boosts budget quickly to the early standouts.

What were the results?

It drove a ton of new customer orders at a 48% lower CPA YoY. By building a custom audience list based off of video views, our total retargeting campaign orders increased by a whopping 87% YoY while conversion rate increased by 39% YoY.

It gets even better. As a result of the brand video prospecting over 369,000 unique users in the Bay Area with over 1.2M impressions, we saw an increase in “Farmstead” branded searches by 86% YoY and branded SEM order volume increased by 39% YoY. Holy smokes.

Overview

The client is a technology-driven company focused on helping individuals worldwide speak English confidently through their mobile application. With a diverse user base that includes both B2C and B2B audiences, the app aims to unlock new opportunities for language learners globally. With our help, the company has gained substantial momentum, successfully securing Series A funding.

Challenges

•Scaling Globally Across Multiple Channels: They struggled to grow app installs and subscriptions at an efficient cost per acquisition (CPA) while managing campaigns across platforms like Apple Search Ads, Meta (Facebook & Instagram), Google UAC, TikTok, and others.

•Limited Creative Flexibility: Their reliance on creative teams and external agencies made it difficult to extend the life of winning ads, as they lacked a streamlined process for iterating or remixing top-performing creatives.

•Fragmented Creative Sources: Content and performance data were spread across multiple teams, agencies, and platforms, making it difficult to know which categories of ads (e.g., pronunciation-focused vs. conversational-focused) were running and how they performed.

Goals

•Increase app installs and subscriptions

•Lower their cost per trial

•Improve LTV/CAC ratios to ensure long-term profitability

THE APPROACH

We took a holistic, performance-driven approach focused on creative testing and optimization across multiple channels.

1

Extensive Creative Testing

We tested up to 40 new ad variations each week, maintaining a consistent pipeline of fresh creative ideas. Around 10% of the ads were identified as top performers.

2

Video Hook Analysis

We experimented with video hooks to improve engagement metrics like thumbstop percentage and hold rate, crucial in determining whether users engage with an ad. We utilized three primary remixing techniques: Winning Ad with Different Starting Visual, Visual Shuffle to replace sections with fresh b-roll clips, and Audio Overlay with new visual content.

3

Creative Production

We streamlined the production of ad content, consolidating efforts from various teams and influencers, enabling faster and more cost-effective scaling. The ability to produce and test new creative on a weekly basis allowed us to stay ahead of performance trends.

4

Campaign Audits & Optimization

We audited existing Meta, Google, and Apple campaigns, and optimized creative, targeting, and copy. The focus was on aligning ad creative with key audience segments and markets.

5

Global Market Expansion

Launched localized campaigns across key international markets and tested new markets while leveraging Instagram Reels, TikTok Creator Marketplace, and influencer partnerships to tap into regional nuances to help drive growth.

Results

72%

Increase in trial volume

45%

Decrease in cost per trial

39%

Improvement in LTV/CAC

4x

Revenue growth over 2 years

Through our strategic execution and creative optimization, we achieved remarkable improvements in performance while scaling the app globally. These creative variations contributed directly to the 72% increase in trial volume and the 4x revenue growth over a two-year period.