Introduction

Blume is a superfood latte and gut-building hydration brand that builds better for you wellness rituals. They are on a mission to pave a kinder way to wellness with superfood rituals that fill your cup.

The situation

Blume was lacking a consistent creative inflow of ad creative to help scale new customer acquisition efforts. The account was relying mostly on static assets that were mainly going after MOF/BOF audiences.

Optimized approach

Taking Blume's acquisition strategy to the next level required focus on three key areas: optimizing Meta account structure, unlocking growth through diverse creative and landing page testing.

Unlocking growth through diverse creative

A creative audit revealed that Blume lacked several key creative formats and wasn't testing messaging based on key problems and angles we uncovered through customer review analysis and post purchase survey data.

We built our creative around the main problem angles to make sure Meta could target new audiences through our creative.

To fuel our UGC and video output, we built a pool of content creators that provided us with a consistent flow of high-quality UGC content for our creatives strategy.

This allowed us to set up a creative flywheel of UGC, video, influencer and static content to allow for a consistent inflow of new ad creative.

Landing page testing

Since the product and how it solved customer's problems needed more education, we built different listicle landing pages, outlining the why behind the customer's problem, how the product solved that problem, and the science behind the product, combined with social proof from customers and industry experts to further educate the customer.

Focusing on the post-click customer experience helped aid our ability to scale paid media efforts significantly.

Restructuring the ad account and new customer acquisition

Restructuring the ad account to a more stable "test" and "scale" structure allowed us to minimize losses and scale only the best performing ads.

Combining this with a focus on TOF asset approach focusing on different pain points and thus different audiences, we were able to push spend towards incremental new customer acquisition.

The results

By optimizing their Meta ad account structure, investing in more diverse creative, testing landing pages and pushing spend towards incrementality, we were able to achieve a 37% increase in revenue and reduce MER BY 35%.