Orgain is a nutrition lifestyle brand that provides clean, delicious products like powders, shakes and bars for health conscious consumers.
Their digital marketing goals were straight-forward: scale DTC purchase volume and revenue while maintaining marketing efficiency as measured by Return on Ad Spend (ROAS) targets.
As Orgain’s budgets quickly scaled, their ROAS targets shifted to prioritize volume and new customer acquisition vs. efficiency. To accommodate this, we had to implement strategies utilizing various points of the sales funnel, with a focus on the lower, in response to their goals to make sure we still hit a certain ROAS threshold while also driving purchase volume and customer acquisition.
Addressing the challenge of meeting or exceeding Orgain’s baseline ROAS targets with the competing goal of driving purchase volume and new customer acquisition, we built our Paid Search accounts using a highly granular and experiential campaign structure that would ensure that each user would be taken to the optimal landing page based on their search intent.
Our main strategy was to create and update an account structure reflecting the type of pages on Orgain’s site: the homepage, category pages, and product pages. We structured both branded and non-branded to ensure that each search query was sent to the most relevant page with the highest chances of driving purchases.
Utilizing a fully fleshed out product feed containing all their products, we elected to proceed with our campaigns on a granular level. Similar to our search campaigns, we structured our Smart Shopping campaigns around product categories which allowed us to have much more control over their individual budgets as well as an ideal Target ROAS goal. This resulted in close to a 100% increase in ROAS for Shopping in 1.5 months.
After establishing a strong foundation for search and shopping, we then turned our attention to higher points in the funnel to drive more brand awareness and capture greater impression share.
We utilized the upper funnel targeting that Display & YouTube provides in order to showcase new products, specific promotions, first time purchase discounts and subscribe & save offers. Positioning Orgain in all areas of targeting that Google’s capabilities extends to for both YouTube and Display, we used the following targeting to capture relevant potential customers:
Orgain plays in a highly competitive industry. With an array of plant protein powder brands popping up, Orgain’s advertising mission was to continue substantial growth through new customer acquisitions. Social ads were positioned to acquire new customers while maintaining engagement with the brand’s existing customer segments. A variety of channels and tactics were used in order to grow Orgain’s customer base, while maintaining a specific ROAS goal.
Three primary campaigns were developed to cover most customer segments that can interact with Orgain. Prospecting and Lookalike campaigns honed in on new customers, while a separate campaign focused on re-engagement. It’s essential that Orgain reaches their target market, as well as push their existing customer base. Ensuring all bases are covered, media was automatically applied to different placements across the Facebook network.
We were determined to expand Orgain’s social presence through other social channels and replicate success. Snapchat was a top contender due to the available audience targets on the platform. Snap campaigns went live mid-February 2021 and saw success right away. After just 2 weeks of run time, our campaigns maintained (and even exceeded) the ROAS goal set by this channel.
Our comprehensive digital marketing strategy delivered exceptional results for Orgain in 2020 vs. 2019, demonstrating the power of strategic channel diversification and optimization.
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