438% REVENUE GROWTH
FOR LEADING NUTRITION RETAILER

 

SUPPKINGS NUTRITION – CASE STUDY

HOW WE HELPED SUPPKINGS DOMINATE THEIR COMPETITION AND 5X THEIR SALES

AND HOW WE TOOK THE INDUSTRY BY STORM DURING ITS QUIETEST SALES PERIOD

SuppKings Nutrition was in need of a marketing partner that really ‘got them’; a team who could help them build a well-oiled marketing machine that would drive and scale their revenue to new heights.

We partnered with SuppKings Nutrition in June 2018 and had one goal in mind: to shake up the industry and firmly cement SuppKings as one of Australia’s top nutrition retailers. Now, barely 5 months later, we’ve helped SuppKings 5x their sales revenue (compared to 12 months ago) and have helped them dominate digital, netting multi-6-figures in additional sales returns in this time.

As a result of this phenomenal growth, SuppKings have opened their 3rd Australian warehouse and are continuing to explore growth opportunities, at home and abroad.

438

Revenue Growth in 12 Months

121

Increase in Monthly Web Traffic

544

Return on Ad Spend (ROAS) from Facebook & Instagram Campaigns

Breaking down the

business end.

We approached SuppKings’ digital marketing strategy by asking two, core questions:

  1. How could we leverage historical sales data to find new customers and encourage repeat purchases from existing customers?
  2. Which digital channels could we leverage to outsmart the competition, rather than compete to outspend them?

The supplement industry is notoriously saturated inside the Google Ads auction, so we started by finding winning keywords and products that we could immediately seize maximum impression-share with. We then needed to ensure we were capturing as many of these customers as possible. After all, these are what we would call ‘in-market’ buyers; people actively searching and ready to buy. We developed an extremely robust Facebook re-marketing funnel, primarily targeting those who viewed a product or added a product to their cart, within a specified time-frame.

Beyond converting in-market browsers into buyers, the real challenge was reaching potential customers who were not currently in-market. To do this, we created a series of extremely powerful custom audiences and lookalike audiences inside Facebook, leveraging historical sales data we already had access to. After testing various offers and creatives with our high-performing audiences, we were able to scale our campaigns upwards and lock in a ROAS multiplier of 5.4x across the entire ad account (with some ad-sets delivering a ROAS of over 120x).

GOOGLE ADWORDS
  • $1.41 CPC average
  • Dynamic keyword insertion
  • Average 4.54% CTR
RETARGETING / EMAIL MARKETING
  • Multi-stage retargeting strategy
  • Scarcity and value incentives
  • Highly-personalised EDMs
FACEBOOK & INSTAGRAM
  • Complex, data-driven targeting
  • Aggressive bidding and scaling strategy
  • Creative diversification and offer-testing
  • Achieved a 5.44x ROAS ($1 in, $5.44 out) across the account
AFFILIATE PROGRAM
  • Social-driven affiliate campaign for loyal customers
  • Revenue share program for new affiliates
  • Custom landing page designs

Are you ready to see results like this in your business?