How this Direct-To-Consumer Company Generated $6.3M at a 14x Return Through Omnichannel Digital Marketing

CLIENT

The client is a leader in their niche and sells a medical grade device directly to consumers to help with overall health. Tens of thousands of individuals use their product in the comfort of their own homes every day.

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OBJECTIVE

The challenge this client faced was two-fold:

• Even though they had been a leader in their space for the last few years, new competition had entered the market and was slowly beginning to erode their potential customer base
• They were primarily focused on running Facebook retargeting advertising in conjunction with Google Search paid ads. Even though they were seeing some success with this strategy, they realized it was time to expand the market and create a dominant brand presence online… before their competition did.

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The client contacted ReachFire, a leader in programmatic native and display advertising for direct to consumer brands, and asked for help.

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Programmatic advertising enables companies to buy ads across the entire web and offline television through native advertising, banner ads, and online/offline videos. Additionally, they can layer 1st, 2nd and 3rd party data over the targeting to reach potential customers wherever they may be… and on all of their devices (including television).

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SOLUTION

ReachFire and the client discussed an overall performance based brand strategy to help build awareness of their health category and product, while driving direct sales. They decided to create an approach that took into consideration the higher price point ($295-$6,000), customer journey and average length of time it took for a customer to make a purchase.

ReachFire also evaluated their Google and Facebook advertising accounts, and realized they were missing out on a lot of potential customers.

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By adding Programmatic Advertising to their digital strategy, ReachFire was able to begin demonstrating, how omnichannel marketing can deliver bigger, more robust, longer-lasting results, than any one channel in isolation. It’s also important to understand the impact of omnichannel marketing is not on paid acquisition alone, but across all organic channels as well.

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Additionally, by working as a cohesive team, rather than in individual silos, they were able to:

• Better manage spend across all platforms by evaluating ROAS (Return on Ad Spend) and re-allocating it to the best performing channels on a weekly basis
• Make sure all messaging was aligned to help move the customer through the funnel based on the type of media and channel

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As a side note, most companies use multiple agencies for their digital strategy. However, the challenge with that approach is agencies typically don’t communicate with each other, and are unwilling to lose ad spend, even if it’s best for the client. This can lead to a lot of bad decisions. Additionally, they are all forced to compete for antiquated attribution models, such as last click.

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One of the big questions ReachFire receives from clients is how to track conversions across multiple platforms when doing omnichannel marketing.

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Most U.S. households have an average of 11 connected devices,* and 5G will push that even higher. Because of that, consumers can use multiple devices to purchase a product.

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So how do you track that?

A common scenario:

• Consumer sees an ad on Facebook mobile
• Then sees one on YouTube
• Next sees a native ad on MSN
• Does a Google search about the company on their phone.
• Decides to purchase and goes to desktop to complete the transaction.

In this scenario, which channel should be given credit for the sale?

Very rarely does a consumer see an ad one time, on one channel, and immediately make a purchase.

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Optimization Tip

ReachFire found the most accurate way to track conversions in omnichannel marketing by:

• Having each channel optimize according to their CPA goals
• Giving credit to a 1 day view-through attribution window only on native, display and video advertising
• Evaluating the success by looking at overall lift on a monthly basis

By doing these things, each channel will continue to optimize, even though there will be duplicate conversions recorded across channels. But by looking at overall lift (similar to what TV and radio have done for decades) you can see how successful the campaign is performing.

This is the strategy ReachFire used to obtain the results in this case study.

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RESULTS

Over the first 6 months of working with the client using omnichannel marketing, they watched as month over month they began to consistently deliver 40-50% increase in revenue compared to the previous 6 months.

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But it was over the Black Friday through Cyber Monday weekend where the sheer power of collaboration across these platforms became obvious across all paid and organic mchannels.

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The same weekend one year earlier had brought in just $212,764.59, but through implementation of their strategy, that figure literally exploded almost tenfold to $2,005,800.00, with a Return on Ad Spend (ROAS) of 44x!

GOOGLE ANALYTICS

Black Friday, Previous Year

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Black Friday, Consecutive Year

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GOOGLE ADS RESULTS

$2,388.00 - Total Spend

$335,750.00 - Total Revenue

140x - ROAS

PROGRAMMATIC RESULTS

$3,974.11 - Total Spend

$154,810.75 - Total Revenue

39x- ROAS

FACEBOOK RESULTS

$5,418.18 - Total Spend

$365,443.27 - Total Revenue

67x- ROAS

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HOW WE ACCOMPLISHED IT

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In order to maximize our touch points on potential customers across the entire web, ReachFire, October Marketing, and PowerUp Strategy set up the following:

• Facebook Retargeting
• Facebook Prospecting
• Google Search
• Google Shopping
• Bing Search
• Bing Shopping
• YouTube Retargeting
• Programmatic Display (Banner Ads)
• Retargeting
• Programmatic Connected TV
• Retargeting
• Programmatic Native Retargeting
• Programmatic Video Retargeting
• Programmatic Native Predictive
• Audience Prospecting

To capitalize on Black Friday, ReachFire and the client worked together & did the following:

• Created new Black Friday ads for all channels and short 15 and 30 second videos that could be run on YouTube, native video and ConnectedTV.
• Created a special discount code for the Black Friday weekend.
• Retargeting played a massive role in encouraging prospects who were on the fence, as well as targeting anyone on their email list that had not purchased via ads.

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CONCLUSION

Omnichannel marketing:

• Is THE most effective way to get your messaging out to the masses
• Can create a significant brand presence online and offline
• Yields a strong ROAS when done correctly
• Creates an overall lift across all paid and organic channels

Are you ready to expand your thinking to reach the entire web?

Visit reachfiredigital.com/contact-us to book a free consultation and let ReachFire help you explode your results with omnichannel marketing.