- 🚀 Scaled ad spend 3X - 🎯 Reduced CPA 44% - mindbodygreen, the well-known health and wellness media company that does over 25 million page views every month, decided to monetize their audience by launching two ecommerce businesses: a DTC line of supplements (sleep, probiotic, collagen and multivitamin supplements retailing for ~$60 ea), and an online health coaching certification course (offering  $2,500 and $5,000 tiered options). - Originally brought on as a consultant, and later hired full-time, Scott was responsible for acquiring new customers for both ecommerce businesses through paid media channels, primarily Meta ads and Google ads, in addition to TikTok, Bing and LinkedIn ads, with a total budget of over $250K every month. - In just 20 months working with mbg, Scott was able to scale paid ad spend 3X (8 figure annual budget) while reducing their north start metric of CPA (cost per new customer acquisition) 44%. - How? In addition to working with a talented internal team, there were 3 primary paid media strategies that led to this success: - 1. Large influencer partners + whitelabel paid social ads - For mbg, it make sense to partner with influencers with over 100K followers. Working with these influencers to deliver a variety of hooks for different products, and then using whitelabel ads to reach the right audience, was key to reducing CPA through building social proof. - 2. Testing a wide variety of messaging in video and image ads. - Testing, testing, testing. Over 40 static image and video ads were tested every month to determine what type of messaging was relevant for each product. For example, we discovered their sleep product sold better not by just highlighting the benefits, but by pointing out the downsides of a competing product consumers were already familiar with. - 3. Efficient ad spend across paid media channels. - Sometimes Meta ads on Instagram and Facebook are great at bringing in new customers, sometimes Google Ads makes more sense at a lower CPA. In addition to analyzing CPA, AOV and LTV by platform, various campaign objectives and bidding strategies were used. Data-driven analysis on a weekly and monthly basis was able to inform the media buying, finance and leadership teams where dollars were most effectively spent.

- 📈 3.8X ROAS - 💪 60% increase in leads - Snap Fitness, the national 24 hour gym franchise, needed help growing its membership base for select locations in the midwest. Sales were slowing, in part due to increased competition from new gyms like Anytime Fitness, and in part due to stale messaging and radio ads that no longer were resonating with an audience that wanted to amenities of larger gym combined with the convenience of Snap Fitness.  - After several freelancers and agencies failed to produce results with corporate-style ad content,  SAW Consulting led a new paid ad and email strategy that was able to drive a 60% increase in qualified leads at a 3.8X ROAS, resulting in profitable new member growth. - How? By ditching the dry, dull and overly-branded ad content that corporate had sent the franchise and using UGC-style image and video content from the gyms themselves. - For Snap Fitness, customers were able to relate much better to ad content that was native to the platform, shot on an iPhone and showed actual clips of inside the gym. One ad in particular, showed the manager of each gym smiling at the front desk, a preview of the real person they would speak with if inquiring about a membership. - Leads from qualified prospects started pouring in, and a timely, professional and non-salesy series of follow up emails were able to convince people to sign up online or visit in person. Especially for smaller businesses, people often relate better to no-fluff, honest and authentic content before making their purchase decision and that strategy paid off nicely for Snap.

- 📢 6.2M Impressions - 📉 < $9 CPM - Nutrisystem is America's #1 meal-delivery weight loss system. Brought in as part of a larger agency team, SAW Growth Marketing was tasked with reaching new audiences on TikTok, to spread awareness and engage prospects on a special offer Nutrisystem was running at the time. After working with larger influencers in the past, the team sought a different approach by casting a wide net across 100+ micro influencers. - Implementing a wide-net approach to recruiting, educating and partnering with TikTok influencers, we were able to surpass the brand's target of 5 million impressions for the campaign, while coming in below their target CPM by 40%. - How? By reaching out to a wide variety of influencers across age, gender, race and physical shape, that had engaged account followings, even though they didn't necessarily have a lot of followers (some accounts had less than 1,500 followers).  - This was able to achieve two things. First, it put the Nutrisystem brand and its offer in front of a wide demographic, people that may had heard of the brand, but didn't consider it for themselves until they saw a person that was more similar to them in physical appearance and lifestyle. Two, by partnering with over 100 influencers, many of them less well-known, the campaign was able to reach a lot more people at a lot lower cost. A plan that originally projected over $15 CPMs, hit less than $9 on average, and left the Nutrisystem marketing team smiling with an efficient ad spend that hit their goals and left more money for other campaigns.