Case Study

How a consumer goods company built awareness, beat social media benchmarks and maximized marketing spend with “test and learn” strategies.

The Challenge

When a consumer goods company was challenged to reach new, non-technical consumer audiences, it engaged KWP Consulting for guidance. The company’s goal was to successfully enter new markets and reach new target audiences through a large-scale digital marketing campaign.

Our Approach

Our three-part approach included campaigns to build awareness, provide education and encourage target audience members to take action.

KWP began by holding regular “test and learn” review sessions to assess the impact of different concepts and gather useful, actionable insights. We used this step to zero in on our target audiences, see how they reacted and to what types of creative and messaging. After an initial eight-week test, we set campaign goals, choose our best performing strategies and scaled up the campaign.

Through “test and learn”, to optimize our campaign returns, we measured and analyzed our social media returns at every stage. Weekly we identified the best performing marketing creative, eliminating poor performing creative, adjusted the marketing mix, and developed and ran new creative based on results.

The company soon was beating industry benchmarks across channels—Google, YouTube, Facebook and Instagram—on important key metrics.

Awareness Campaign

The campaign "How do I use it?" gave new, non-technical consumers the confidence to try the product. Ads directed them to Education 101 pages and customer testimonial landing pages reinforced how the product worked.

42,664,954

IMPRESSIONS

2,035,209

PEOPLE REACHED

125,352

CLICKS

5,134,982

VIDEO VIEWS

Education Campaign

The campaign "How do I use it?" gave new, non-technical consumers the confidence to try the product. Ads directed them to Education 101 pages and customer testimonial landing pages reinforced how the product worked.

46,151,841

IMPRESSIONS

3,315,698

PEOPLE REACHED

1,835,414

CLICKS

3,325,579

ENGAGEMENT

8,508

CONVERSATION

Conversion Campaign

The call to action/conversion campaign "Sign up to try it; win it; or tell me where to buy it” also generated positive results.

5,956,789

IMPRESSIONS

44,218

CLICKS

56,698

TOTAL CONVERSIONS

The Outcome

The company now has a data-rich, systematic way to gather information and understand each of the new consumer audiences it wants to reach. The company CEO said, “One of the best things we did in 2020 was decide to work with KWP.”

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