Background
BRB popped chips are on a mission to liberate you from the tyranny of the same old, boring, insipid snacks.BRB is pushing the envelope on product innovation to upgrade your snacking game to the next level. Their first range of products, BRB Popped Chips are Not-Baked, Not-Fried, but Popped. Using a cool new popping tech that makes the chips super light, extra crunchy, and really makes the flavor stand out, BRB has got these popped wonders in several unique and delish flavors.BRB is your great escape from boring staleness, to flavorful snacking. BRB popped chips were predominantly selling their chips offline. Given the rapid growth of DTC brands in the online sector, BRB wanted to jump in too. Novice in digital marketing, their top of the funnel advertising on Facebook to create awareness was inefficient and costly to sustain. To lower their cost/conversion, they joined Xpert.
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Audience Strategy Undertaken
BRB being a newcomer in the online platform, Xpert realised that in order to create awareness and then get better conversions than Facebook, it has to target only the core DTC buyers who make not only similar but also complementary purchases. Firstly, serious buyers interested in fueling physical activity, clean food, healthy lifestyle were taken into account. As for complementary purchases, people who have previously bought granola bars, cereal bars were identified. BRB’s product was put in the 'value for money' segment to target discount seeking buyers of tier 1 cities accordingly.
Results Achieved:
Addressing serious buyers top of the funnel meant they could be converted cost effectively and efficiently. With Xpert’s strategy of targeting serious buyers and lookalikes, BRB’s ad performed beyond expectations with a notable 92% increase in CTR and cost per conversion was slashed down by 36%.
Inferences & Insights
Every brands customer 'lookalikes' is limited by the size of their customer base. Leveraging our lookalikes generated from past purchasers across complementary brands provide 10-100X greater data points for platforms to target & influence the right buyers.
Scaling Beyond
After the initial success in digital advertisement space, BRB Popped Chips aim to partner with Xpert in their ad targeting journey and establish themselves as a leading online DTC brand.