Drip Supply UK | Social paradigm group

background

Founded in 2021, Drip Supply UK are a Wigan based resale brand stocking the likes of Trailberg, Nike, Under Armour, Adapt to, and more.

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We partnered in March of 2024, as they have hugely ambitious growth plans for the remainder of the year, and had felt with their current agency they were stalling and becoming stagnant. It was time to make the jump!

our approach

Our process involved creating a custom built creative strategy centered around high margin products. We got to work immediately creating engaging, conversion optimised content that effectively communicated the brand’s key USPs, naturally appealing to the target demographic of males between 20-30.

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We built out a creative feedback loop, constantly monitoring hook rates and hold rates of our video creatives, as well as conversion metrics such as CAC/ ROAS. This allowed us to remove the guesswork and spend all of our time producing new assets based on what was already working.

how did we do it?

High margin product focus

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Merchandising our ad account around the highest margin products so that we could spend more, and remain profitable.

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Holistic measurement

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Tracking the correct business wide, holistic metrics (not just living inside of the ad account):

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MER (Marketing efficiency ratio)

CAC (Customer acquisition costs)

NCAC (New customer acquisition cost)

AOV (Average order value)

CVR (Conversion rate)

Marketing Calendar

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This is massively important for all brands. We worked with Drip Supply to build out a marketing calendar so that we could prepare in advance with the correct content to ensure we are maximising the peak and driving as much profitable growth as possible.

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Once we had the full picture with the above metrics we began to work backwards to implement the perfect Meta marketing strategy that would allow the brand to profitably & efficiently scale revenue.

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Pain Points

Ad account was focused on lower margin products which was inefficient, and tough to scale
Lack of creative testing/ content production - Creative fatiguing too quickly
Creative doing product an injustice - Struggling to bridge the gap between brand and performance

ad account overview

Super consolidated account
Having a testing/ scaling CBO campaign - This keeps the account consolidated and removes all wastage
This is also optimal as bad creatives simply do not spend, only winners spend which means we are as efficient as possible
Utilising cost control campaign to remain as efficient as possible - We would rather not spend then have wasted spend

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We implemented the following:

Creative testing volume increased to testing minimum of 20 new assets a month (strategised and produced by our in house team)
Huge focus on efficiency and profitability by tracking net profit at all times and scaling budgets up and down dependant on this
Creative feedback loop to leave no stone unturned and ensure we are learning from ALL creative tests, using this to inform our creative strategy

main ad account takeaways

Always be as consolidated as possible - Gone are the days of needing a new campaign weekly, creative strategy moves the needle. Less campaigns results in a cleaner, easier to manage approach meaning we can spend our time on what really matters.
Going as broad as possible with targeting, as soon as possible - We should be aiming to go broad with targeting as soon as possible - Every sale you achieve on a broad audience makes the machine algo much smarter
Don't force spend on ads, at any level of your ad account - You don't need to be forcing spend on creatives, if meta isn’t pushing spend to them, you already have your answer. Let the machine go to work and do its thing.
Utilise Catalog ads correctly - We should always use catalog DPAs, but be aware of the role they play in your ad account and don’t try to scale them too hard - They push people over the line.
Creative diversification is KEY - Creative is our targeting now - This is how we tap into different pockets of our audience, by utilising new creative formats.

How we helped Drip Supply UK scale their sales by 171% 🚀