Case Study
Unbound Merino
A distinguished brand renowned for its high-quality Merino wool clothing, which combines style, comfort, and functionality.
In Platform
ROAS
ROAS
0
X+
Decrease
CPA
CPA
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%
Profitable
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Ad
$
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Introduction
Unbound Merino is a distinguished brand renowned for its high-quality Merino wool clothing, which combines style, comfort, and functionality. Their product line, including t-shirts, sweaters, and dresses, is designed to offer versatile, durable, and easy-care options for travelers and everyday wearers. Unbound Merino’s mission is to create timeless, sustainable clothing that enhances the lifestyle of their customers by providing unparalleled comfort and performance.
Challenge
Unbound Merino struggled to generate UGC content that converted as effectively as their high-production-value videos and static images. They knew that if they could identify and create high-performing UGC, it would allow them to scale their advertising spend while maintaining profitable margins.
Region:
Global
Company Size:
Enterprise
Industry
Technology
Solution
Our solution involved a strategic, phased approach, starting with identifying key customer avatars and marketing angles.
Phase 1
Identifying Key Customer Avatars and Marketing Angles
- Research and Analysis: Conducted in-depth research to understand the brand’s audience and identify key customer avatars and understand their preferences, pain points, and motivations.
- Creative Report: Developed a comprehensive creative report outlining the most promising customer avatars and marketing angles. This report included detailed profiles of each avatar, potential hooks, and ad angles.
- Content Creation: Based on the creative report, we created a variety of content pieces, including hooks, scripts, and b-rolls. We focused on crafting authentic and engaging narratives that would resonate with the identified customer avatars.
- Brief for Creators: Organized all the content into a detailed brief for content creators, ensuring they had clear guidance on how to produce UGC that aligned with the brand’s goals and messaging.
Phase 2
Testing Creator Profiles
- Creator Selection: Identified and selected a diverse range of content creators and kept the customer avatar and ad messaging the same.
- Content Production: Provided the selected creators with the detailed briefs, guiding them on creating content that highlighted the key marketing angles and resonated with the identified customer avatars.
- Ad Testing: Launched multiple ads using content from different creators but targeting the same customer avatar and marketing angle. This allowed us to assess which creator profile delivered the best results.
Phase 3
Expanding Product Lines and Testing New Avatars
- Product Line Expansion: Leveraged the successful creators and marketing angles to promote different products within Unbound Merino’s product line. This phase aimed to replicate the success of the initial campaigns across a broader range of products.
- Avatar Adjustment: Introduced new customer avatars to test whether the successful marketing angles could be adapted to different segments of the target audience. This involved tweaking the content slightly to align with the interests and preferences of the new avatars.
- Ad Launch and Analysis: Launched the new ads and closely monitored their performance. Conducted thorough analysis to understand the impact of the new avatars and products on ad effectiveness.
- Scaling and Refinement: Based on the performance data, we scaled the successful campaigns and refined the content further to maximize ROI. This iterative process ensured continuous improvement and better alignment with Unbound Merino’s goals.
Results
By the end of Phase 3, Unbound Merino experienced a dramatic increase in their ad spend, scaling from $43,000 per month to over $290,000 per month profitably.
Phase 1: Ben
- Objective: Identify key customer avatars and marketing angles, create a detailed creative report, and develop initial content pieces.
- Execution: We created multiple pieces of content, including hooks, scripts, and b-rolls, and provided these to our content creator, Ben.
- Results: Ben’s ad for the Merino Crew Neck T-Shirt was launched and yielded the following results:
Spend
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Purchases
0
ROAS
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Revenue
$
0
Phase 2: Kate
- Objective: Test different creator profiles while targeting the same customer avatar and marketing angle identified in Phase 1.
- Execution: We selected various creators from our pool, with Kate delivering standout content. Her ads were tested and optimized based on performance data.
- Results: Kate’s ad for the Merino Crew Neck T-Shirt delivered impressive results:
Spend
$
0
Purchases
0
ROAS
0
Revenue
$
0
Phase 3: Kate
- Objective: Expand product lines and test new customer avatars while leveraging the successful marketing angles and creators from previous phases.
- Execution: We kept the marketing message and creator profile consistent while promoting a different product, the dress, and introduced new customer avatars.
- Results: Kate’s ad for the dress achieved exceptional results:
Spend
$
0
Purchases
0
ROAS
0
Revenue
$
0
Results
By the end of Phase 3, Unbound Merino experienced a dramatic increase in their ad spend, scaling from $43,000 per month to over $290,000 per month profitably.
Ben
- Objective: Identify key customer avatars and marketing angles, create a detailed creative report, and develop initial content pieces.
- Execution: We created multiple pieces of content, including hooks, scripts, and b-rolls, and provided these to our content creator, Ben.
- Results: Ben’s ad for the Merino Crew Neck T-Shirt was launched and yielded the following results:
Spend
$
0
Revenue
$
0
Purchases
0
ROAS
0
Kate
- Objective: Test different creator profiles while targeting the same customer avatar and marketing angle identified in Phase 1.
- Execution: We selected various creators from our pool, with Kate delivering standout content. Her ads were tested and optimized based on performance data.
- Results: Kate’s ad for the Merino Crew Neck T-Shirt delivered impressive results:
Spend
$
0
Revenue
$
0
Purchases
0
ROAS
0
Kate
- Objective: Expand product lines and test new customer avatars while leveraging the successful marketing angles and creators from previous phases.
- Execution: We kept the marketing message and creator profile consistent while promoting a different product, the dress, and introduced new customer avatars.
- Results: Kate’s ad for the dress achieved exceptional results:
Spend
$
0
Revenue
$
0
Purchases
0
ROAS
0
Summary
We started by pinpointing who the customer really is and the best way to reach them. Then, we tested various creators to see who performed best. Finally, we applied our top strategy to another product and we saw continued success. It’s about smart audience targeting and effective execution.
In Platform
ROAS
ROAS
0
X+
Decrease
CPA
CPA
0
%
Profitable
Ad
Ad
$
0
M+