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The Overnight Cleanse, an Australian product, was developed by a Functional Medicine Practitioner, Nutritionist, and Colon Hydrotherapist with over two decades of experience in the Digestion and Detoxification industry.
Their product is known for doing exactly what it says on the bottle – and once customers tried this product, they were hooked. Return customer rate was sky high, but their team was struggling to find ways to scale profitably and acquire new customers without performance tanking. The overnight cleanse team had worked with multiple agencies who were not able to get them the kind of growth that they needed and revenue was stagnant.
We’ve delivered record revenue months every month we have worked on the brand, growing revenue by 187% in the first 90 days alone. AOV increased by 36% and purchase volume increased by 221% all within the first 90 days of working together.
Join us as we uncover the strategies we used to grow this Aussie supplement brand.
Having experienced rapid growth in the health supplement space throughout the years, Defiant had the blueprint to scaling brands like Overnight cleanse, but the challenge this time around was that we were starting on a much smaller scale with a brand that hadn’t proven itself in the unforgiving DTC space.
Producing UGC for a product that helps with constipation and pooping is hard – no one wants to get on camera talking about their pooping issues. So we had to take a different approach to our ads strategy. We decided to play on the humour of the pooping problem and immediately started designing Ugly ads and memes that resonated with the pains that our target audience faced. These ads ended up scaling harder than some of the polished, branded creative that we designed for Overnight Cleanse and formed a key part of our creative strategy.
Even if we were able to crack scale on the hero product ‘Overnight Cleanse’ – we’d be fighting an uphill battle to unlock significant scale if we didn’t lift AOV. We immediately set out to create bundle offers and creatives to push the ‘Gut Care Pack’ which drove AOV up 36%, putting more profit in our clients bank with each sale generated. This extra margin gave our client the buffer to scale harder on front end acquisition.
The Overnight Cleanse website was simple and effective, but there were key conversion roadblocks that would deter new customers from giving the product a try. Our team ran speed tests and suggested optimisations to the websites navigation and home page layout, adding social proof and statics to the product page which helped drive home the brand’s value propositions. We also suggested price tiers on the product page which encouraged people to bulk buy and save which assisted in driving up AOV and CVR.
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Defiant Digital is a Sydney based Digital Marketing agency that specialises in Creative Performance.
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