AN EPOC STUDIOS CASE STUDY, IN COLLABORATION WITH <mark>client name<mark>
INTRODUCTION. $925K IN UNDER 2 MONTHS.

OUR RELATIONSHIP WITH <mark>client name<mark> STARTED OFF ON A SLOW, BUT POSITIVE NOTE IN MID-SEPTEMBER OF 2022.

BEING A UK-BASED BRAND, THE PARTNERSHIP WAS A TOUCH & GO PROCESS AT FIRST - ESTABLISHING A RHYTHM & ORGANIZING SCHEDULING THAT WAS SUITABLE FOR EVERYONE WAS A BIT DIFFICULT, SEEING AS THERE IS AN 8-HOUR TIME DIFFERENCE BETWEEN US. NEVERTHELESS, WE KEPT IN CONSTANT COMMUNICATION OVER TEXT AND QUICKLY SET UP WEEKLY CALLS TO MAKE SURE WE STAYED IN TOUCH & ON-TRACK AS WE LED <mark>client name<mark> THROUGH THE FIRST MONTH OF ACCOUNT SETUP AND WARMUPS.

FROM THE BEGINNING WE WERE VERY OPTIMISTIC ON THIS BRAND’S POTENTIAL WITH PAID ADVERTISEMENTS - <mark>client name<mark> HAD NEVER SPENT MONEY ON ADS BEFORE, THEY ALREADY HAD A LARGE & ENGAGED ORGANIC AUDIENCE, AND THEIR PRODUCTS AND LOGOS ARE EASILY RECOGNIZABLE; THIS IS WHAT WE DEFINE AS CARRYING A SIGNIFICANT AMOUNT OF “BRAND WEIGHT,” WHICH CAN BE EASILY LEVERAGED THROUGH PAID ADVERTISEMENTS.

BEGINNING OUR COLLABORATION, THE MAIN FOCUS WAS TO EXPAND OUR OVERALL REACH INTERNATIONALLY BY PUTTING AS MANY EYES AS POSSIBLE ON THE BRAND AND THEIR CURRENT PRODUCTS USING <mark>client name<mark>. WE KNEW THAT THE MORE PEOPLE WE COULD GET TO IMPRESS, ENGAGE WITH AND CLICK ON OUR ADS, THE GREATER THE AUDIENCES WE COULD ACQUIRE WITHIN OUR PIXEL WOULD BE, WHICH WOULD LEAD TO THE FACEBOOK ‘AI’ OPTIMIZING MORE FAVORABLY TOWARDS OUR ADS IN THE AUCTION SYSTEM AS WE SCALED SPEND INTO THE ACCOUNT.

OUR APPROACH WAS SIMPLE: LEVERAGE THE EXISTING BRAND WEIGHT AND THE WIDELY RECOGNIZABLE CONTENT WITHIN THE ADS MANAGER TO OUTPERFORM COMPETITORS IN THE AUCTION SYSTEM, DRIVE CHEAP COSTS, AND MAXIMIZE OUR RETURNS ON ADS (WHETHER THESE ADS WERE FOCUSED ON AUDIENCE GROWTH OR DRIVING DIRECT CONVERSIONS FOR A RETURN). WE WOULD LEAN INTO THEIR BEST PERFORMING + PROVEN-TO-SELL PRODUCTS USING DATA-DRIVEN CONTENT WITH LARGE BUDGETS COMING INTO THE HOLIDAY SEASON. THIS WOULD ALLOW US TO CREATE THE LARGEST POSSIBLE IMPACT IN BOTH PUSHING OUT EXISTING INVENTORIES AND, MORE IMPORTANTLY, IN GENERATING NEW AUDIENCES & A SUBSTANTIAL BASE OF HYPE LEADING INTO THE UPCOMING LIMITED RELEASE.

BKGND CONTEXT.

WHEN FIRST ONBOARDING <mark>client name<mark>  WITH FB/IG ADS, WE ENCOUNTERED MANY STANDARD FACEBOOK ACCOUNT ISSUES INCLUDING AD ACCOUNT DISABLEMENTS, ID VERIFICATIONS, REVIEW REQUESTS, AND REJECTED CONTENT. IT WAS DIFFICULT TO PUSH SPEND AND SEE CONSISTENT RESULTS THROUGHOUT THE FIRST MONTH AS WE MANAGED AND DEALT WITH THESE (VERY COMMON & PROCEDURAL) FACEBOOK SAFEGUARDS. HOWEVER, WE KNEW THAT IF WE KEPT TO THE PATH AND PUSHED THROUGH THESE TECHNICAL HEADACHES (THAT COME WITH THE START OF ALL NEWLY BOARDED FB/IG ACCOUNTS), WE WOULD PUT OURSELVES IN A POSITION TO QUICKLY REACH OUR NEWLY SET GOALS & GO DO SOME CRAZY THINGS FOR THIS BRAND...

AFTER GETTING PAST THESE VARIOUS FIRST MONTH JITTERS, WE BEGAN TO PUSH OUT <mark>client name<mark> REMAINING INVENTORIES USING FULL-FUNNEL CONVERSION CAMPAIGNS AND WHAT WE CALL OUR ‘PRE-RELEASE’ HYPE CAMPAIGNS; <mark>client name<mark> RUNNING ALONGSIDE <mark>client name<mark> AND <mark>client name<mark>. THIS STRATEGY ENSURED WE MAXIMIZEDOUR REACH AND BROUGHT IN THE MOST AMOUNT OF CUSTOMER DATA WE POSSIBLYCOULD WITH OUR AD-SPEND AT THE CHEAPEST POSSIBLE COSTS, EFFECTIVELYLEADING NEW CUSTOMERS TO DIRECTLY ENGAGE WITH & CLICK ON THE IGPAGE/POSTS, CTAS, THE WEBSITE, & SIGNUP LINKS.

WE LAUNCHED THESE CAMPAIGNS ON AUGUST 24TH, 2022. WE SOLD THROUGH THE ENTIRE STOCK IN LESS THAN A MONTH AT AN AVERAGE 8.29X RETURN ON EVERY DOLLAR SPENT ON ADS. THIS TOTALED TO $2,916 IN AD-SPEND WITH $24,175 IN AD-GENERATED REVENUE.

IT WAS CRUCIAL TO BEGIN MOVING INTO THIS PROCESS ASAP; BY BUILDING INTO VARIOUS AUDIENCES & CONTENT ANGLES WITHIN DIFFERENT OBJECTIVES, IT ALLOWED US TO START ACQUIRING NEW DATA FOR THE PIXEL QUICKLY (SO THE FACEBOOK AI COULD BEGIN TO LEARN OFF OF THIS NEW DATA AND THE PERFORMING CAMPAIGNS/ANGLES, DIRECTLY  TRANSLATING TO BETTER AD
PLACEMENTS & HIGHER PROFITABLY OVERALL AS WE CONTINUE TO MANAGE/REFRESH CAMPAIGNS & SCALE MORE SPEND INTO THE ACCOUNT). THIS APPROACH ALLOWED US TO PROVE THE EFFICACY OF OUR MARKETING STRATEGIES TO <mark>client name<mark> QUICKLY AND SHOW THEM REAL-TIME, IMPACTFUL RESULTS WITH A FULL INVENTORY CLEAR OUT. AT THE SAME TIME, WE WERE ABLE TO START BUILDING AND INTRODUCING A HUGE NEW AUDIENCE TO THE BRAND AND ESTABLISHED A STRONG FOUNDATION OF DATA WITHIN OUR AD ACCOUNT. BY THE TIME THE MONTH WAS UP, WE HAD FULLY SOLD OUT OF ALL OF THEIR EXISTING INVENTORIES AND THEY HAD GAINED ALMOST 5K FOLLOWERS ON IG.

TO SAY THE LEAST, THE TEAM AT <mark>client name<mark> WAS EXTREMELY HAPPY WITH THE RESULTS AND THEY WERE EAGER TO KEEP PUSHING - THEY SAW THE POTENTIAL OF LEVERAGING PAID ADVERTISEMENTS AND WANTED US TO LEAN EVEN HARDER INTO OUR AUDIENCE GROWTH AND PRE-HYPE STRATEGIES COMING INTO THEIR NEXT EXCLUSIVE DROP IN EARLY OCTOBER.

FIRST MONTH OVERVIEW.

- FULLY SETUP FB/IG ADS AND WITH OUR IN-HOUSE TRACKING SOLUTION

- SOLD OUT ALL OF REMAINING STOCKS WITHIN 4 WEEKS OF LAUNCHING FB/IG AD CAMPAIGNS.

- SPENT $2,916 IN FB/IG AD-SPEND OVER AUG24-SEPT18 TO MAKE BACK $24,175 IN DIRECT AD-GENERATED REVENUE. $57,559 TOTAL SALES IN THE SAME PERIOD (42% OF OVERALL REVENUE ATTRIBUTED TO FB/IG ADS)
8.29x ROAS (RETURN ON AD-SPEND, ROI)

- BEGAN ONBOARDING <mark>client name<mark> WITH OUR EPOC GOOGLE ADS TEAM

- GREW IG FOLLOWING +4.7K FOLLOWERS, FROM 43.4K→48.1K

- 2,929,629 TOTAL IMPRESSIONS, 1,303,298 TOTAL REACH

HYPE GENERATION & AN ‘EXCLUSIVE’ RELEASE.

AFTER WE FULLY SOLD OUT OF THE EXISTING INVENTORIES <mark>client name<mark> HAD ON HAND, WE IMMEDIATELY BEGAN SWITCHING GEARS AND PREPARING FOR THEIR UPCOMING RELEASE. IT WAS PLANNED TO GO LIVE ON OCT. 7TH, JUST UNDER 3 WEEKS AWAY. WE BEGAN CREATING AND EDITING NEW CONTENT AND UPLOADING IT TO OUR ADS MANAGER, BUILDING OUR ADS IN THE <mark>client name<mark> AND <mark>client name<mark>. THIS DROVE <mark>client name<mark>. WE CONTINUED TO BUILD AND GROW INTO NEW AUDIENCES BY FOCUSING 50% OF OUR SPEND <mark>client name<mark> 38% OFOUR SPEND TO A COMBINED AUDIENCE OF <mark>client name<mark> AND 12% OF OUR DAILY AD SPEND FOCUSED SPECIFICALLY ON DRIVING TO <mark>client name<mark> IN <mark>client name<mark>. WE INCREMENTALLY SCALED THESE AD SETS UP AS WE LED CLOSER TO THE RELEASE,
GENERATING HYPE AND STIMULATING BOTH EXISTING AND NEW AUDIENCE BASES. COMING INTO THE DAY BEFORE RELEASE WE HAD SPENT $5K ON OUR ‘PRE-RELEASE’ CAMPAIGNS.

‍
EXCLUSIVE RELEASE - FULL ADS BREAKDOWN
(10.07.22 - 10.11.22)

GENERAL DROP INFO
SINGLE PRODUCT, OUTERWEAR.
LIMITED IN-HAND INVENTORY, 50 UNITS.
MOVED INTO PREORDER AFTER INVENTORY SELL OUT (SOLD OUT INSTANTLY) WEBSITE LIVE FOR 5 DAYS

£702,708 ($849,442) in Total Sales OCT 7-11 RELEASE

NOTABLE STATS.

- +$500K REVENUE IN FIRST HOUR OF RELEASE

- £10.23 OVERALL AVG. COST PER PURCHASE. £4,150 TOTAL AD-SPEND 57.83x Avg. ROAS. 2,073,847 IMPRESSIONS, 1,124,865 TOTAL REACH

- $240k OF TOTAL RELEASE REVENUE ATTRIBUTED TO ADS (28.25% OF SALES)

- OPENED UP NEW AUDIENCE DEMOGRAPHICS IN THE UNITED STATES, THE UK, EUROPE AND ASIA.

- $0.54 ~ LOWEST REPORTED FB/IG CPA (DAY 1)

- 92.7% OF TOTAL ORDERS = FIRST-TIME CUSTOMERS (7.15% RCR)

KEY IMPROVEMENTS & GROWTH, OVERALL (AUG24-OCT12)

+17.5k IG FOLLOWERS (43.3k —> 60.8k FOLLOWERS)

£761,887 ($925,000) IN TOTAL SALES

~ £228,466 ($258,000) IN FB/IG AD-REVENUE (28% of OVERALL REV)
~ £16,763($18,563) INTOTALAD-SPEND
~ 13.89x AVG. ROAS OVERALL (RETURN ON AD-SPEND, or ROI)

‍4,659 TOTAL ORDERS
4,320 FIRST-TIME CUSTOMERS (92.7% OF TOTAL ORDERS)
7.15% RETURNING CUSTOMER RATE (-80%)
1.95% C0NVERSION RATE (+150%)

167k WEBSITE VISITORS (+1,776.4%)
261k TOTAL WEBSITE SESSIONS

2,738,693 ACCOUNTS REACHED
6,631,554 TOTAL IMPRESSIONS
36,128 LINK CLICKS FROM ADS

AUTHORS NOTE.

PAID ADS ARE AN EXTREMELY POWERFUL TOOL THAT, IF EMPLOYED PROPERLY, CAN BE USED TO ACCELERATE YOUR STORE’S GROWTH AT RATES INCOMPARABLE TO ANY ORGANIC POST OR PROMOTION. NO AD ACCOUNT RECEIVES THE EXACT SAME AD APPROACH AS ANOTHER. YOU MUST CUSTOMIZE YOUR STRATEGY IN ACCORDANCE WITH YOUR OWN PRIORITIES AS A BRAND AND YOUR AVAILABLE MARKETING BUDGETS. YOUR MARKETING STRATEGY AND BRAND IDENTITY MUST BE COHESIVE. AD AUCTIONS ARE A COMPETITIVE SPACE WITH ACTIVE VOLUME THROUGHOUT EVERY SECOND OF THE DAY. YOU MUST TEST & ISOLATE THE CORE AUDIENCES YOU APPEAL TO MOST (AKA YOUR NICHE(S)), AND FIND WHICH CONTENT CATERS TO & RESONATES WITH WHAT THAT AUDIENCE THE BEST. SHOW YOUR AUDIENCE WHAT THEY WANT TO SEE & PROVIDE VALUE. ALL DECISIONS ARE DATA-DRIVEN. EVERY ADJUSTMENT, NEW AD, CAPTION CHANGE, AND BUDGET SCALE IS DONE WITH A SPECIFIC PURPOSE AND A FURTHER PLAN. IT'S EASY TO GET DISCOURAGED IN THE BEGINNING, ESPECIALLY DEALING WITH FACEBOOK DISABLEMENTS, RESTRICTIONS, VERIFICATIONS, AND REJECTIONS - STICK IT THROUGH. INVEST MONEY AND TIME INTO YOUR MARKETING CHANNELS, SACRIFICING IMMEDIATE PROFIT FOR THE ACQUISITION OF MUCH LARGER, NEW AUDIENCES AT CHEAPER COSTS PER CLICK AND ENGAGEMENT. THEN RE ENGAGE THESE AUDIENCES WITH EVERY DOLLAR YOU CAN & WATCH THE RESULTS POUR IN.