Brand Strategy - Mason Interactive

Summary

Mason quadrupled Tayst Coffee Roasters’s bottom-of-the-funnel sales at no increase in cost, with our rigorous, methodical, ad-testing strategy. Our scientific methodology for digital advertising isolates and tests individual variables can dramatically improve campaign performance when marketing to finite remarketing audiences.

Challenge

The bottom of anyone’s sales funnel has a fixed, finite audience. In Tayst’s Case, it was defined as the last 90 days of website visitors + any who “added to cart” over the last year + engaged email subscribers.

Working with fixed audiences, advertisers face a critical efficiency challenge: Meta charges on a CPM based on reach and frequency, which are products of the finite audience size. Said another way, Meta charges for impressions regardless of performance, so every click is crucial to ROI. Tayst Coffee Roasters needed to maximize the value of their remarketing budget by generating the highest possible engagement from their existing audience.

Solution

Mason implemented a methodical, scientific testing process that isolated individual variables to measure their specific impact on ad performance. This approach included:

Baseline Testing: Created three distinct ad variations to establish performance benchmarks

Variable Isolation: Systematically tested one variable at a time:

Image variations

Copy variations

Color schemes

Call-to-action buttons

Implementation

The process followed five distinct phases:

Phase 1: Base Ad Testing

Developed three initial variations

Tested different combinations of imagery, copy, and CTAs

Identified winning ad with 0.5% CTR as a baseline

Phase 2: Image Optimization

Created variations of winning ads with different product imagery

Maintained consistent copy and CTAs

Improved CTR to 0.7% with optimal image

Phase 3: Copy Testing

Tested different messaging approaches

“A Revolutionary Single-Serve Pod” headline achieved 0.9% CTR

Demonstrated importance of value proposition clarity

Phase 4: Color Optimization

Tested green, orange, and light green backgrounds

Light green variation achieved 1% CTR

Showed significant impact of visual elements on engagement

Phase 5: CTA Refinement

Tested different button text variations:

“Shop Now”

“Start Your Journey”

“Taste the Difference”

Final optimization achieved 2% CTR

Results

The systematic testing approach delivered remarkable improvements:

Starting CTR: 0.5%

Final CTR: 2.0%

Overall Improvement: 300% increase in click-through rate

Cost per Click: Reduced by 75% (due to identical impression costs with higher CTR)

Key Learnings

Scientific Method Works: Isolating variables provides clear, actionable insights about what drives performance

Compound Benefits: Each optimization is built upon previous improvements

Fixed Audience Efficiency: With finite remarketing audiences, CTR improvements directly impact bottom-line efficiency

Measurable Impact: Systematic testing eliminates guesswork and provides clear ROI metrics

Conclusion

Mason’s scientific approach to ad optimization demonstrated that methodical testing and refinement can dramatically improve advertising performance, even within fixed audience constraints. By quadrupling CTR while maintaining the same impression costs, Mason helped Tayst Coffee Roasters achieve significantly better ROI from their remarketing budget.

This case study validates the importance of systematic testing in digital advertising and shows how agencies can deliver measurable value through disciplined, data-driven optimization processes.

Yesterday I was part of a roundtable discussion hosted by BWGStrategy. The topic was Paid Search & Google – a 2025 Outlook.

I look forward to BWG’s roundtables because they are invite-only, curated, highly directed to one topic, and with no clients from the agencies, I think you get a look behind the curtain – at least inasmuch as competitors are willing to share.

Here’s the data we see from our front row seat regarding current trends and what they might mean for 2025.

My biggest trends in Google ads from 20024

The Shift from Google to Meta in Q4 2024 over Holiday
Our data tells an interesting story: while our Meta CPMs increased by 26% year over year, Google CPMs decreased by 25-26%. This correlates to a portfolio-wide shift of advertising dollars from Google to Meta, particularly across our e-commerce portfolio during the Black Friday/Cyber Monday period.

The Performance Max Dilemma
One of the most significant challenges we’re facing is the growing dominance of Performance Max (P-max) campaigns. While I’m a strong advocate for P-max’s place in the advertising ecosystem, our luxury clients – those selling $4,000 handbags or $6,000 Savile Row suits – are particularly resistant. Their concern? They don’t want P-max messing with their highly art-directed product presentations, and I agree with them.

However, I believe P-max will inevitably become the default campaign type. There’s a real possibility that traditional search campaigns might disappear entirely. The question that remains is how this will affect lead generation clients, particularly in higher education, where keyword specificity is crucial for targeting potential master’s or PhD candidates.

The ROI vs. Growth Tension
2024’s trend of the year is the correlation between advertising spend and interest rates. Board members are increasingly focused on maximum efficiency ( which they typically define as ROI, ROAS, or MER.) This often leads to a focus on retargeting past website visitors and previous purchasers – a strategy that’s cheaper but fundamentally at odds with growth.
This tension between growth and efficiency metrics is a constant conversation with our clients. As interest rates potentially decrease in 2025, I expect to see increased willingness to invest in top-of-funnel advertising across both Google and Meta platforms.

Channel Diversification: A Cost-Effective Strategy
Looking at our Q4 2024 CPM data:

Google: $34

Meta: $43

TikTok: $11

Trade Desk: $3

These numbers make a compelling case for channel diversification. If we accept that conversions are partially a function of website traffic, which in turn depends on impression volume, then cheaper impressions become crucial. With Google and P-max limiting specific bid control in favor of target ROAS, diversification becomes an essential hedge against the Meta-Google duopoly.

Looking Ahead to 2025
The future of TikTok remains uncertain, but if it survives, its market share will likely continue to grow. My 16-year-old son’s media consumption habits – primarily YouTube and TikTok, with minimal Google use – suggest where the future might be heading.

For advertisers and agencies, 2025 will require a delicate balance. We’ll need to adapt to the increasing automation of platforms like P-max while finding creative ways to maintain brand control and efficiency. The key will be diversifying across platforms to optimize both reach and cost-effectiveness while maintaining the high standards that luxury brands demand.

The challenge ahead lies in convincing brands to embrace these changes while preserving their unique market positioning and creative control. It’s not just about adapting to new technologies – it’s about finding ways to make these technologies work within the specific constraints and requirements of each brand’s market position.

At Mason Interactive, we believe great partnerships are built on shared vision and collaboration. We had the privilege of hosting our Finland-based fashion client, Marimekko, for a dynamic strategy session in our New York office.

The purpose of this meeting was clear: to align innovative strategies and establish a forward-looking framework for success. While refining plans for the 2024 holiday season was a key focus, the session underscored Marimekko’s dedication to long-term growth. Together, we initiated planning for 2025, setting the stage for a bold and strategic approach to the evolving fashion and marketing landscape.

This collaboration exemplified the synergy between Marimekko’s visionary leadership and our commitment to delivering creative, data-driven strategies. Face-to-face discussions with their talented team brought new energy to our partnership and reinforced the power of shared goals.

A special thank you to the Marimekko team for their time, insights, and passion, as well as to our New York-based team for their enthusiasm and expertise throughout the session.

As we move forward, we’re excited to bring these ideas to life and continue driving innovation together. Here’s to bold visions and a creative future!

Ready to position your fashion brand for success? Connect with us to craft a strategy tailored to your goals.

In the realm of digital advertising, the strategies employed to maximize ROI are as diverse as the platforms themselves. When it comes to paid social media advertising on platforms like Facebook and Instagram, two primary approaches stand out: optimization and true A/B testing. While both aim to improve campaign performance, they differ significantly in their methodologies and long-term impact.

Optimization: The Art of Continuous Refinement

Optimization involves the constant refinement of ad elements based on ongoing performance data. Marketers leverage machine learning algorithms and platform insights to adjust variables like audience targeting, ad creative, and bidding strategies. This approach is akin to fine-tuning a musical instrument to produce the best possible sound.

By utilizing optimization, advertisers can swiftly respond to changing trends and audience behaviors. For instance, if a particular ad resonates more with a specific demographic, the platform will allocate more resources to display that ad to a broader audience within that demographic. This iterative approach ensures that your campaign maintains relevance and efficiency, driving better results over time.

Continuous monitoring of campaign performance metrics, such as click-through rates, conversion rates, and cost per acquisition.

Adjusting bidding strategies based on real-time data to optimize ad delivery and budget allocation.

Refining audience targeting parameters to ensure ads reach the most relevant and engaged users.

Tweaking ad creatives, headlines, and descriptions to maximize engagement and conversion rates.

Testing different ad formats (e.g., carousel ads, video ads) to identify the most effective format for your audience.

Adapting campaign elements based on seasonality, trends, and changes in user behavior.

Utilizing platform-specific optimization tools to enhance product visibility and sales.

True A/B Testing: The Scientific Approach to Insightful Results

True A/B testing takes a more structured and scientific approach. It involves running controlled experiments by creating multiple ad variations, each differing in a single aspect, such as ad copy, image, or call-to-action. These variations are then randomly presented to different segments of the target audience. By carefully measuring the performance of each variation, advertisers gain precise insights into the impact of individual elements on campaign success.

Unlike optimization, which focuses on refining what’s already performing, true A/B testing allows marketers to make informed decisions about which specific changes yield the most significant improvements. For example, if you’re uncertain whether a humorous or a serious tone works better with your audience, A/B testing can provide concrete data to guide your creative choices.

Identifying specific variables to test, such as ad copy, imagery, headlines, calls-to-action, and audience segments.

Creating multiple versions of ads, each with a single variable changed while keeping other elements consistent.

Implementing randomized distribution of ad variations to different segments of the target audience.

Monitoring and collecting data on key performance metrics for each ad variation, such as click-through rates, conversion rates, and engagement rates.

Analyzing the collected data to determine which specific changes had a significant impact on performance.

Iteratively refining ad elements based on the insights gained from A/B testing results.

Applying the knowledge gained from A/B tests to inform future campaign strategies and creative choices.

Conducting follow-up tests to validate and build upon the findings of initial A/B tests.

Choosing the Right Path for Your Campaign

Both optimization and true A/B testing have their merits, and the choice between the two depends on your campaign goals and resources. If you’re seeking quick adaptations and overall improvements, optimization might be your go-to strategy. On the other hand, if you’re looking for deeper insights into the effectiveness of specific ad elements, true A/B testing is the path to take.

Remember that both optimization and true A/B testing are not mutually exclusive. They can complement each other, with optimization helping to fine-tune campaigns based on broader trends and A/B testing providing insights into the effectiveness of specific changes.

Ultimately, the choice between these approaches depends on your campaign objectives and the level of insight you’re seeking. Whether you’re aiming for ongoing refinements or in-depth analysis, a combination of both optimization and true A/B testing can help you make the most of your paid media advertising efforts on Facebook and Instagram.

Contact us to schedule a free consultation with our digital experts, and take the first step on your journey.

Consumer Packaged Goods (CPG) brands are continuously evolving to meet the changing needs and preferences of consumers. The pandemic made consumers focus more on products that align with their lifestyle choices and sustainability efforts. The shift towards convenience and extensive product selection is changing how CPG brands engage with customers in the digital era.

To stay ahead in this competitive landscape, brands need to be aware of the latest trends.

Embracing Sustainability

Sustainability has become a central focus for CPG brands, driven by consumer demand for environmentally conscious products. Sustainable packaging is gaining momentum, with a report by Research and Markets projecting a 5.6% annual growth rate for eco-friendly packaging materials through 2026.

Furthermore, a survey conducted by Accenture stated that 83% of consumers in North America and Europe believe it’s important for brands to design environmentally friendly and sustainable products. Seed is a company that offers a line of probiotic supplements and products. They offer recyclable and biodegradable shipping boxes constructed from ecological paper made from algae. Seed also offers refillable containers for travel purposes. Brands need to adopt environmentally conscious practices to meet consumer expectations and drive business growth.

Seed’s eco-friendly packaging with a free travel vial.

Health and Wellness

With an increasing emphasis on personal well-being after the pandemic, health-conscious consumers are seeking CPG products that align with their healthy lifestyle choices. Statistics show significant growth in sales of functional foods and beverages, with a projected annual growth rate of 7.9% through 2026.

Moreover, there has been a surge in plant-based and vegan alternatives, as consumers become more conscious of their dietary choices. According to a recent Nielsen survey, 73% of global consumers say they would change their consumption habits to reduce their environmental impact. CPG brands are capitalizing on these trends by introducing innovative and nutritious products that cater to evolving consumer preferences.

Digital Transformation

Online shopping has opened up new avenues for CPG brands to reach consumers directly, bypassing traditional retail channels. During the pandemic, online grocery sales in the United States reached $9.3 billion in January 2021. COVID-19 acted as a catalyst to shift consumer needs to online channels.

A report by Deloitte reveals that 36% of consumers are interested in personalized products or services, with 48% willing to wait longer and pay more for customized goods. CPG brands must prioritize their digital strategies and ensure a seamless and personalized e-commerce experience to stay competitive.

In this fast-paced CPG industry, staying informed about the latest trends is crucial for brand success. The health and wellness revolution, the e-commerce boom, and the growing demand for personalization are reshaping the landscape. Brands that embrace these trends and leverage data-driven insights will be well-positioned to meet evolving consumer expectations and drive growth in the dynamic CPG market.

Contact us to schedule a free consultation with our digital experts, and take the first step on your journey.

There’s nothing like connecting with like minded people, discovering new brands, and learning about unique success stories IRL. In a post-pandemic world, the days of congregating in musky hotel lounges are kind of over. We came across GROW a few years back, and sponsored one of their in-person events in 2021. It’s safe to say that their events have come a long way.

Fast forward to 2023, their small but mighty team has set the stage for the future of retail conferences. The curated – and highly vetted – experience is created with the new era of founders and marketers in mind.

I recently attended their Spring conference in Los Angeles. Here are my top five takeaways for e-commerce brands looking to stay ahead of the game in 2023.

Storytelling Is The Future Of Marketing

Whether your brand is big or small, you’re competing for the same eyeballs as Nike or Sephora.

Consumers are overwhelmed with content, and brands that develop engaging ways for their customers to identify with their story or products are much more likely to stand out. Storytelling humanizes the brand and allows people to relate to it on a deeper level. By creating a compelling narrative, a brand can differentiate itself from competitors, build trust and loyalty with customers, and ultimately increase sales.

Jake Karls, co-founder of Mid-Day Squares highlighted that “storytelling is the vehicle to grab the consumer’s attention today”. Brands need people to opt in, and ultimately want to be a part of the conversation.

If I show you a picture of a chocolate bar that’s vegan, gluten free – you’re going to scroll by it because it doesn’t matter to you. It doesn’t have meaning. If I tell you a story about how our machine broke down, and it caused this whole domino effect of problems, you’re involved – you’re part of that story. That makes you feel like you’re buying a product that you actually care about, and that you are a fan of.

Jake Karls – Mid-Day Squares

Double Down on CRO

There’s more to conversion rate optimization than making minor adjustments to your product detail pages. As more and more businesses invest in CRO, those that don’t risk falling behind.

From leveraging post purchase surveys, to compiling reviews and making sense of social listening reports, applying customer insight or feedback is one of the countless ways that brands can drive meaningful impact to better meet customer needs, stay competitive and maintain market share.

Through CRO testing, brands can gain insights into how their customers behave on the website, what they like, and what they don’t like. This information can be used to inform other marketing efforts, such as content marketing and social media.

Content Marketing (In Context)

Content has and continues to evolve, and it’s no secret that brands are finding it hard to keep up. Brands need to take a strategic approach to creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action.

Need a little motivation? Compile a list of all of your content, and categorize it by product. Then walk through your website as if you were a customer, and pay attention to where people might get stuck.

The meaning of content in context can vary depending on the brand and the audience it’s trying to reach, and making updates by adding (or removing) content accordingly can help brands to attract, engage, and retain customers.

Building Meaningful Partnerships

Pay-per-post is out. Sliding through a content creator or public figure’s DMs is in. The space between brands and “influencers” has become increasingly gray, and brands need to develop authentic relationships that last.

For canned-water company Liquid Death, a viral campaign with Tony Hawk is just as valuable as a gifting opportunity with a YouTube personality who speaks to a niche market. In either case, their most successful partnerships are born when there’s a mutual understanding of creative control, and the expectation is rooted in freedom of expression and trust.

By working with the right ambassadors and influencers, brands can reach new audiences, generate high-quality content, and build trust and loyalty with customers.

Growth at all cost is over

Finally, efficiency was a recurring theme that can’t be overlooked. Brands can, and should, be leaning more into profitability by reducing expenses, increasing efficiency, focusing on high-margin products and services, pricing strategically, and increasing customer retention.

By focusing on retaining existing customers, who are often more profitable than new customers, brands have the opportunity to emerge stronger on the other side. This can involve improving customer experience, offering loyalty rewards, and developing targeted campaigns. One panel highlighted that looking at lifetime value (LTV) based on sales channel or product can offer insight into where to invest in your expansion plan. Think: segmented and aggregated.

In conclusion, there has never been a more exciting time to be in digital, and brands have a unique opportunity to engage customers in a way that hasn’t been adopted industry wide. The rules and status quo are out the window, and those that are looking to stay ahead of the game in 2023 should focus on storytelling, post-purchase insights for CRO, building meaningful partnerships, and evaluating existing infrastructure to lean more into efficiency.

See you at GROW NY on July 11th 😉