Taking MER from 1.5x to 4.5x and Increasing Sales 20%

Summary

An established D2C beverage brand approached Surgely to grow revenue while improving profitability. 

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Two years into iOS14 and a more competitive market, their growth had declined along with profit margins. Their current agency cited constantly changing algorithms and lack of accurate attribution for consistently declining revenue.

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Within 3 months, we took their average of 1.5-2x MER to 3.5-4.5x MER while growing sales 20% to $300K+/mo.  We provided general growth strategy, paid media (Paid Social, Paid Search) and Lifecycle (Email/SMS).

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What we've done

Strategic Discovery:

We started with comprehensive business, target audiences and competitive audits to develop an informed strategy.

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We identified opportunities around attribution/analytics, creative strategy, conversion rate, AOV, LTV, and more. This informed our 30/60/90 day plan. Once defined and aligned with the client, we executed. 

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Analytics / Attribution:

One of the biggest challenges for marketers after iOS14 has been accurate analytics/attribution for what ads are converting, and worse pixel performance due to limitations following privacy changes.

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Surgely quickly deployed a combination of 3rd party tracking solutions that enabled the brand to not only accurately see which campaigns/ads are converting sales, but also feed conversion data back to Meta/Google to increase retargeting pools, improve conversion tracking accuracy, and ultimately improve performance of the channel algorithmically (bringing the channel/pixel to perform how it used to).

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Conversion Rate Optimization:

What happens after an ad click is just as important as before. Increasing CTR but still having a low conversion rate still doesn’t maximize profitability. Surgely provided conversion rate optimization opportunities to help convert ad spend even more efficiently.

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From introducing listicles and top of funnel content to preframe+educate prospects before purchasing to improving PDPs and ad/email destinations - conversion rates have improved 15-30%.

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AOV:

With ad platform costs generally increasing, increasing AOV is a low hanging fruit way to improve profitability. As a first order of business, Surgely implemented post purchase upsell and cross sell strategies, that instantly increased AOV and ultimately revenue by 5-10%, from the same amount of sales and customers. 

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After the brand launched new products, Surgely advised them to create new, high AOV SKUs with bundles. Collectively, AOVs increased by 25-30% since working with Surgely. 

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Creative Direct Response Strategy:

The brand already had a strong base of UGC and other content. What was missing was weaving all the components together, along with messaging that drove conversion, into a cohesive content strategy that drew attention, engaged, and drove sales. 

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Surgely quickly took existing assets and put together creative that performed 3x stronger than previous assets (bringing in over $80K in sales at an 8x ROAS during the initial few week launch). After proving out the power of content and creative, Surgely built a pipeline of ongoing creative, aligned with the spend scale of the accounts. 

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Email / SMS / Lifecycle:

Owned audiences are ultimately more powerful than purely paid audiences - and Email and SMS having an average ROAS of 20-40x is proof this channel must be prioritized in every D2C strategy. 

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After taking over email, Surgely increased open rates by 30% and revenue from email by 40%.

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Scaling and Ongoing Optimization:

After driving strong results from initial campaigns, we have been working with the brand for continued scaling of the account. 

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Our results

Within 3 months, we took their average of 1.5-2x MER to 3.5-4.5x MER while growing sales 20% to $300K+/mo.