Hella Cocktail
Date
2020
Industry
CPG
Services
Paid Media
Team
ECommerce Marketing
Summary
A mixology company, Hella Cocktail Co., partnered with Mason Interactive to expand its eCommerce sales and introduce its newest beverage to market.
Goal
Scale eCommerce sales and reach an entirely new audience.
Solution
Mason Interactive was tasked with establishing Hella Cocktail Co.’s newest innovation, Bitters & Soda, in the emerging non-alcoholic beverage category. The go-to-market strategy captured new customers through acquisition channels, including Facebook, Instagram, and Google. Remarketing through email and paid social campaigns kept the brand top of mind.
The team began with in-depth market and audience analysis. Testing different value propositions in ad creatives provided valuable information about customer preferences. The insights helped optimize campaigns and select most-compelling product imagery and ad copy. Building lookalike audiences of past purchasers, the team was able to target users similar to existing customers. This audience had the highest probability to convert and offered most value for ad spend.
Through honing in on Bitters & Soda keywords in Google, Mason Interactive was able to box out competitors through a hyper targeted list of keywords on a broad match modifier, casting a wider net. As a result, competitors dropped off the auction and Hella Cocktail Co. was able to dominate the keyword space for Bitters & Soda. Remarketing campaigns on social media recaptured past purchasers and website visitors. An effective email marketing strategy covered every stage of the customer journey – from subscriber to repeat customer, and so on. A series of automated welcome emails provided a warm welcome to new subscribers. Ultra-relevant newsletters, on the other hand, nurtured the relationship and encouraged repeat purchases.
The team began with in-depth market and audience analysis. Testing different value propositions in ad creatives provided valuable information about customer preferences. The insights helped optimize campaigns and select most-compelling product imagery and ad copy. Building lookalike audiences of past purchasers, the team was able to target users similar to existing customers. This audience had the highest probability to convert and offered most value for ad spend.
Through honing in on Bitters & Soda keywords in Google, Mason Interactive was able to box out competitors through a hyper targeted list of keywords on a broad match modifier, casting a wider net. As a result, competitors dropped off the auction and Hella Cocktail Co. was able to dominate the keyword space for Bitters & Soda. Remarketing campaigns on social media recaptured past purchasers and website visitors. An effective email marketing strategy covered every stage of the customer journey – from subscriber to repeat customer, and so on. A series of automated welcome emails provided a warm welcome to new subscribers. Ultra-relevant newsletters, on the other hand, nurtured the relationship and encouraged repeat purchases.
+36%
increase in total revenue
+38%
increase in repeat customers
The Results
Mason Interactive’s strategic approach helped establish Bitters & Soda in the emerging market. Since the launch of paid media campaigns, total revenue increased by 36% over the course of five weeks. Thanks to remarketing, Hella Cocktail Co. saw a 38% increase in returning customers. The insights from creative and audience testing enables smarter decision-making to drive future success.
“Mason Interactive is a dependable partner that understands the needs and objectives of a fast-growing, high-return D2C business. We are confident the campaigns are ready to be scaled in preparation for a massive Holiday season, thanks to the strong baseline Mason built for us.”
