Leveling Up o2’s Performance Marketing
When we were brought in
The O2 team asked us to help after a disappointing experience working with their previous agencies. They hired 3 separate agencies to handle their paid media, email marketing, and PR efforts and felt burned by their agency partners: the quality of their work simply wasn’t good despite being locked into an expensive monthly retainer.
We got to work quickly, auditing their digital presence across paid search, paid social, email automations, and web analytics. We noticed that the previous agency didn’t set up web analytics to track mid-funnel conversion metrics, and as a result, couldn’t analyze the quality of their traffic. O2 was also buying paid social traffic that didn’t stay on the page longer than a few seconds.
Paid Media Optimization
We reduced O2’s paid social CPCs by 57% to drive new prospecting traffic. In addition we developed 2 creative concepts to A/B against their best creative.
By lowering the cost of prospecting traffic, we were able to allocate more budget towards a winning retargeting strategy to drive up ROAS during peak sale periods.
Over time, we learned which placements and bidding triggered a sample purchase and used that to establish an evergreen sales strategy to drive first time trials during non-sale periods.
In addition, by paying attention to Google Adwords’ auction insights, we found the non-branded keywords that delivered conversions and improved the landing pages to win more of the auction with a higher quality score.
Testing outcome-based messaging
Email & Influencer Marketing
After identifying that O2’s email channel was their top traffic source for revenue, we helped the team acquire over 10,000 email addresses with a product giveaway to build their addressable audience to lower their reliance on paid social to drive traffic.
In addition, we sourced interest and coordinated product samples to over 80 influencers across 5 key DMAs for O2 to seed social UGC content in key markets.
Store Locator & Expanding Retail Presence
Realizing that an online CPG brand with retail presence builds more credibility than an online CPG brand without retail presence, we designed and built out a store locator page to feature retailers.
Using our network of brands and investors, we also established a relationship with a training facility in Los Angeles to broaden O2’s retail footprint and provide visibility to professional athletes across the NFL, NBA, and MLB.
Finally, knowing that Dave wanted to build institutional digital marketing expertise, we served as O2’s technical interviewer to help them vet and secure a CRM manager and paid marketing manager as full-time employees of O2.
“Simon and Charlie are good dudes and a pleasure to work with. They care about the business and are strong strategic thinkers.”