The Overnight Cleanse - Defiant Digital
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The Overnight Cleanse

Case Study

187%

Growth in the first 90 days

36%

AOV increase in first 90 days

221%

Increase in purchases YoY

Winning Video Ads

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Winning Still Ads

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The Challenge.

Having experienced rapid growth in this space before with the brand My Way Up, 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. 

  • 1

    All existing growth had come primarily from wholesale customers who had been generated off the back of years of manual sales activity

  • 2

    Although customers loved the product after the first try, current ad strategies were not able to draw in enough new customers at a profitable rate

  • 3

    UGC production was difficult because not alot of people wanted to get on camera talking about constipation and pooping problems

  • 4

    Google was delivering a ROAS of below 1X and was setup by junior talent who were burning the clients cash

  • 5

    Creative testing was non-existent and ads were being thrown into the account while hoping for the best

Ugly Ads & Memes

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.

Bundles to lift AOV

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. 

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Conversion Rate Optimisation

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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Our Services.

  • 1

    Strategic Campaign roadmap & launch plan

  • 2

    Paid performance (Social & Search)

  • 3

    Creative Strategy

  • 4

    Direct response copywriting

  • 5

    Ads Creative

  • 6

    Email & SMS Marketing

  • 7

    Conversion rate optimisation

  • 8

    Landing page design

  • 9

    Lead generation

  • 10

    E-Commerce profit & loss analysis

Explore More

How we went from 200Kp.m to 826Kp.m revenue in 60 days
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272% increase in new customer ROAS in the first 30 days
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428% revenue growth YoY within the first 180 days.
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427% Growth in Meta Revenue within the first 90 days.
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128 High-Ticket sales with 41.3x return on adspend.
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203% Increase in Revenue (From Meta) with 22% CTR Increase.
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