This brand offering kid-friendly smartphones & cellular plans struggled to increase sales volume, while driving efficiency with their user acquisition cost. Being a start up with VC-backed funding, they had very aggressive growth goals that could only be achieved with a large volume in spending across various channels (paid social, paid search, CTV, affiliate, etc). Going into 2022, they were desperately trying to sell over 30,000 cell phones to make room for their next model, which would be launching at the end of the year. To maintain profitability, their CPA target on paid social was $85.

Kate's services were retained to improve paid social campaign performance (increase sales volume while maintaining a $85 CPA) going into 2022. By implementing these strategies throughout the year, she was able to drive an average $72 CPA with 32k+ sales attributed to Facebook campaigns: -Restructuring the account's campaign structure to fully-leverage pixel data for higher-quality reach & results -Testing offers & messaging to drive more purchases and engagement -Leveraging UGC video content & whitelisting partnerships to reduce CPA by 30% (compared to produced video) -Scaled spend from $360K/year to $3.4M/year