Using unedited news station interviews as paid ads for new brands.
My agency started working with a new sustainability brand in June 2021. Through creative strategy, brand messaging, and ad management, we tripled the company’s monthly revenue twice in the first three months.
Sales from our work showed investors the product’s value, and the brand closed its Series A round of funding valued at 24 million.
In September 2022, the brand increased production in Australia and expanded sales to the United States.
Like most new brands, the product was new to most people. With such businesses, you need to market to educate, familiarize, and normalize the product. We created a strategy to run PR content at the top of the funnel and content focused on the founder’s story and brand mission at the bottom of the funnel.
TOF:
The goal was to create ads that looked natural on the platform. At the same time, we wanted ads that would give viewers social proof and make them want to learn more about the product.
We did this by getting PR from major news networks in Australia and running those features as ads. This content went viral as soon as we launched the paid ads campaigns. We saw thousands of likes, comments, and shares, but more importantly, a TOF new customer cost per acquisition under $10.
BOF Ads:
The goal with BOF was to build trust and liking for the brand while continuing to plan ads that looked natural on the platform.
We did this by running founder story and brand mission themed ads. We believe an important part of this ad strategy was focusing on the plastic waste problem locally. A married couple from Melbourne set out to eliminate plastic waste in Australia. By focusing on location, we worked to eliminate the bystander effect and encourage action from viewers.