Ovrload | Social paradigm group

background

Founded in 2022, ovrload has quickly established itself as a trailblazing supplements brand. They revolutionized the market by introducing a groundbreaking product: a gummy that combines creatine with electrolytes. This innovative approach has set a new standard in the supplements industry, capturing attention and redefining expectations.

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Ovrload partnered with us in July 2024, seeking to scale the business more aggressively. Spend was stuck around £500 per day with their previous agency. In just two months, we successfully quadrupled their daily spend while maintaining the exact same NCPA. By November, we had profitably scaled their ad campaigns on Meta and Google by over 1300% comparing to June, the month before they came onboard.

our approach

We inherited an ad account with lots of different campaigns, a MOF, a BOF, a brand awareness, an ASC, and more. The first thing we needed to do was consolidate this, chop it down, and minimise overlap. All of these campaigns were hitting the same customers, and existing customers since no exclusions were applied at the time.

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We built a bid cap structure, with a testing and scaling campaign. This allowed us to clean the account up, and moving to manual bids allowed us to have more control over the NCPA.

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We developed a tailored creative strategy that effectively showcased the product's benefits in a bold and engaging way. Our approach highlighted the shortcomings of traditional creatine methods, presenting ovrload's innovative solution as a game-changer in a fun and attention-grabbing manner.

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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 CPA. This allowed us to remove the guesswork and spend all of our time producing new assets based on what was already working.

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By leveraging this approach, we not only scaled aggressively, but also gathered valuable data on which specific creatives resonated with their customer.

how did we do it?

Focus on new customer acquisition

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With 0 exclusions applied, its impossible to truly measure the success of our ad spend. We applied full existing customer exclusions so we could focus every penny of our ad spend on what REALLY scales an Ecom brand: New customers.

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Having one true north star metric and full alignment on this

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Early into our partnership, we decided NCPA was the north star metric and absolutely everything would be secondary to this. Having this alignment across the entire business made scaling much easier because we were all on the same page.

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Huge focus on creative diversification

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A bottleneck in the account was an over reliance on a few winning creatives. We addressed in our audit we needed more creative diversification to tap into different pockets within our audience, and scale efficiently.

ad account overview

Super consolidated account
One creative testing bid cap campaign, and one scaling bid cap campaign. We moved winning Post IDs from testing into scaling
This is also optimal as bad creatives simply do not spend, only winners spend which means we are as efficient as possible
Utilising CLICK ONLY attribution - We want to train our ad account to become smarter, and optimise based on clicks > purchases rather than views > purchases. View attribution is only good for your ego.

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We implemented the following:

Creative testing volume increased to testing minimum of 50 new assets a month (strategised and produced by our in house team)
Cost controls ONLY Meta ad strategy - This allowed us to be efficient at all times and maintain a healthy NCPA at scale.
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.

next steps...

We’ve been able to assist ovrload to achieve unprecedented growth year to date in 2024, and we look forward to continuing this for the rest of the year and especially in January which is the peak month of the year for Health and Wellness.

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How we helped ovrload scale their sales by 1200% 🚀