Protein World

Background:

Protein World an already established and successful brand set out on a mission to drive growth by acquiring new customer segments and reconnecting with lapsed customers. In a highly competitive market Protein world needed to gain stand out and acquire customers at a cost-efficient CPA.

Challenge:

Fraiche was tasked with developing a future proof cross channel marketing strategy to deliver on their goals. The strategy was focussed on Paid Social to take full advantage of the targeting options available that which would enable us to optimise towards the best performing audience segments. Other channels such as Google Shopping, Brand Search and Cashback affiliate partnerships were identified as being key to drive volume and efficiencies. As with any challenge, reviewing historic performance across various sources was an important starting point for getting underneath the skin of the business. Here we identified key trends, seasonal patterns, and key customer segments.

Strategy

 A two-fold strategy was developed; one element based on creating solid foundations across paid channels and the second part was focused on setting up new tests and trialling new initiatives – some which were completely new to the market! Forecasting is a key part of our strategy for setting ourselves important benchmarks and KPIs that we strive throughout the campaign to achieve.

Execution and Optimisation 

Staying on top of performance ultimately is key to driving success. We focused on building a solid foundation through a robust and scalable structure across all paid channels. We developed a testing plan outlining key audience segments and creatives. Finally, we developed a reporting template that was simple but effective and that enabled us along with protein World to stay of top of performance and KPIs. 

Results

We drove an uplift in Traffic by 139%, increased customer base by 40% and through our structure and optimisations we were able to drive a 10% lower CPA than forecasted.