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Vibe Culture
Case Study
1125%
Revenue Growth in 6 months
350%
MRR growth in 6 months
135%
increase in ROAS in 15 days
Ad Platforms Used:
About The Brand
In the bustling wellness energy drink market of Australia, Vibe Culture emerged in 2021, challenging the monotony of traditional energy drinks. Founded on the principle that focus and energy should not come at the expense of taste or health, Vibe Culture has quickly gathered loyal fans with their famous Wake-Up Blend.
The journey began when the founders, Billy Parker, with a keen insight into the health and wellness sector. Vibe Culture was born, dedicated to creating a space where health meets pleasure, offering a unique blend that energizes, revitalizes, and supports mental clarity without the typical drawbacks of conventional energy drinks or coffee.
We crossed paths with Billy in 2022 after his bad experience with the previous agency, which charged an exobitant amount just to setup campaign with no creative or strategy in line. The business was running at break-even eventhough customers absolutely loved the product.
Billy was dissatisfied with the disappointing outcomes and the absence of creativity, and he frequently found himself having to supply creative ideas to prompt his agency to experiment with new ideas.
In Just 6 months, we delivered Vibe's record months, single month.
We grew by averagely 25% MoM, with a few months of 50% growth
This case study is more than just a success story; it's a testament to the power of innovation, adaptability, and the relentless pursuit of excellence.
Dive deeper to uncover the strategic decisions, creative solutions, and unwavering dedication that propelled Vibe Culture to new heights.
Video Ad Creatives
Static Ad Creatives
Develop a Content Strategy to fill up Content Bank
We immediately identified a gap in Vibe Culture's content strategy, which is essential to scale Meta Ad campaign.
However, Vibe culture only have a few videos and a generic photoshoot in their content bank. The content of the ad is what customer actually look at, which decides the ROAS of what people look at.
1. Content Audit and Analysis
Objective: Identify what content currently exists, its performance, and gaps to fill.
- Review all existing content across Vibe Culture’s digital platforms.
- Analyze performance metrics to understand what content resonates with the audience.
- Identify content gaps and areas for improvement.
2. Audience Research
Objective: Deepen understanding of Vibe Culture’s target audience to tailor content effectively.
- Conduct surveys and focus groups to gather insights on audience preferences.
- Analyze social media and website analytics for audience demographics and behavior.
- Create detailed audience personas.
3. Content Pillars Development
Objective: Establish key themes that align with Vibe Culture’s brand values and audience interests.
- Based on audience research, define 3-5 content pillars (e.g., Wellness Tips, Product Spotlights, Customer Stories)
- Ensure each pillar reflects aspects of Vibe Culture’s brand identity and mission.
Creative Testing on Meta
We needed a fast way to come up with and improve the best creative ideas! Before, there wasn't any testing for creative ideas because the previous team focused too much on one winning ad from last year.
So, we jumped in and set up a system to test and tweak things like:
- Thumb-stopping Hooks
- Diversifying creative format (static, videos, slide shows, animatin)
- Different offers
- UGC content
Process:
- We started testing angles with Statc Ads,
- After confirming the angle, we then developed video ad creative based on the winning angles tested
- We then developed 3x thumbstopping hooks for split-testing
- Once identified the winning hook, we moved to testing video content to reduce video-view drop off
- Next, with the winning combination of hook and content, we started split-testing different offers at the end of the video creative
- Once we confirmed the hook-content-offer combination, we started testing the final video ad creative with 3x ad copies and 3x headlines on Meta Ads
Repeat the process for net-new creatives
Key Learning: Creative testing need to follow methodology with enough spend to make decision - otherwise we are putting budget and key decsion behidn a house of card that could tumble anytime. Podcast is currently the strongest content unit for health products
Customised Landing Page
Vibe Culture used a basic product page with little/hidden information about the products.
We saw an opportunity after 3 months to start implement a new Landing Page to improve landing page conversion rate from TikTok, Meta & Google Ads
Before we started, we implemented site session tracked (1) session recording (2) website heat map & (3) customer journey on the website before checkout
Using the data, we built a beautiful landing page that focused on clean, user-friendly design elements that emphasized ease of navigation, quick load times, and clear, actionable calls-to-action (CTAs).
We also ensured that all landing pages offered an optimal viewing experience on mobile devices, catering to the increasing trend of mobile web browsing.
Incorporated interactive elements such as video, benefits, ingredients and testimonial content to enhance conversion rate and prolong visitor interaction with Vibe Culture.
Strategically placed CTAs, special offers, and product benefits throughout the landing pages to guide visitors towards making a purchase or taking a desired action.
Conducted regular A/B tests on various elements of the landing pages, including headlines, graphics, and CTAs, to continually refine and improve performance.
Our Services
1. Paid Social
Scaling your business with FB, IG, Snapchat & Tiktok Ads
2. Paid Search
Get in front of the ready-to-buy customers on Bing & Google Search platform.
3.Ecommerce Development
Supercharge your website conversion rate. Make the most out of marketing dollars
4. Performance Ad Creative
Powerful consumer psychology driven ad creative to turn mere strangers into hot buyers
5. Email & SMS
Maximise your customer lifetime value with Email Automation & SMS
6. UGC Content
User Generated Content is the #1 performing creative across different industries in 2022
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