.jpeg)
Study Break
Study Break is a newly emerging brand that carefully crafts unique flavors on cocktail inspired hard seltzer. Their goal was to have high ABV while packing in a lot of flavor. I was super excited to work with them as soon as they reached out as I found out that Sean, the founder graduated from the same university as I did.
Overview
Sean came to me with the idea of getting liquid to lips as much as possible. With the goal for brand awareness, the goal was to just increase revenue by 200% online within three months. He knew that as soon as people tried the drink, they'd be hooked.
The Challenge
The team at Study Break reached out to me in early February 2021 amidst the dreaded iOS14 update. He wanted to expand his organic efforts to paid advertising but was concerned for what the impact could have for his marketing dollars. Study Break had huge potential to grow on paid advertising as their organic efforts on TikTok were already paying off. Their brand was catered towards the younger demographic due to the popularity of hard seltzer in colleges around America. With their growing UGC folder, there were a lot of creatives to choose from.
The Result
In order to mitigate any concern or skepticism, I immediately opted in for cAPI (conversions API) which allowed for the most accurate way for Facebook to attribute conversion events. cAPI allowed us to track at a 88-90% accuracy for all conversion events.
After installing cAPI, I utilized Facebook's best practices of creative testing with the current folder of UGC creatives. From there, we picked out the winning creative which got our cost per purchase down 38%.
Because of the increased efficiency in our cost per purchase, we were able to scale our ad-spend quickly 200% month over month. Within the first two months, we were able hit the target goal of 200% of increased revenue.
