Consumer x F&B

01. The Challenge

The company wanted to establish a healthy growth forecast splitting POs between DTC and Amazon backed up by spend targets.

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02. The Process

Leann worked with the Finance and Operations departments. He ideated ways to forecast the funnel spend cross-channel, which in combination with experimentation on offers, landers, and creative yielded a much more efficient MER.

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03. The Result

Leann led the entire paid social strategy including performance creative. He worked closely with the videographer, and they were able to increase the creative thumbstop rates from an average of 20% to over 40%, which allowed them to increase paid social spend MoM by 10%. He achieved this through ideating content hooks and iterating on different creative variables such as shot selection and story structure. He coupled creative testing with testing new offers and landing pages which led to a 50% decrease in nCAC.