Ash led efforts in generating increased brand awareness and brand search term volume for Sunnyside.co (formerly Cutback Coach), a mindful drinking app. By planning and strategizing new brand campaigns using YouTube ads, it built awareness and captured demand.

With rigorous creative testing, I was able to drive an 188% YoY increase in brand search volume while investing in YouTube & creative testing. This impacted revenue tenfold and now allows Sunnyside to own their branded terms and spend less of their marketing dollars on low quality non-brand prospecting keywords.

Ash partnered with Farmstead on Facebook marketing, aiming to dramatically ramp up new customer acquisition. For the first year and a half, the sole focus was to drive prospective customers to their online experience.

Fast forward to 2020, where consumers and grocery shoppers are facing new challenges every day and many are looking for high quality online grocers that they can trust.

Farmstead and Ash worked together to uncover their core brand pillars and position them in front of a new world of consumers.

Two videos were created. Multiple :50 second versions and one :06 second version.

Reaching SF Shoppers: Impressions 1.2M Uniques 369,000

THE STRATEGY A full funnel approach was taken to develop the social media strategy for Farmstead. We focused on each layer of the funnel and built custom audiences based on thruplays from the brand videos to help scale and run sequential messaging to keep Farmstead top of mind for San Francisco Bay Area residents. The :50 second videos were used for prospecting and the :06 second video for retargeting.

We were able to test several different versions of the brand video to find the right mix of audience and creative. The platform is powered by AI that pauses underperforming ads and boosts budget quickly to the early standouts.

What were the results? It drove a ton of new customer orders at a 48% lower CPA YoY. By building a custom audience list based off of video views, our total retargeting campaign orders increased by a whopping 87% YoY while conversion rate increased by 39% YoY.

It gets even better. As a result of the brand video prospecting over 369,000 unique users in the Bay Area with over 1.2M impressions, we saw an increase in “Farmstead” branded searches by 86% YoY and branded SEM order volume increased by 39% YoY. Holy smokes.