HOW was hired to close the digital divide between BUILT’s then current social marketing execution, and where its combination of taste, ingredient blend – and beloved consumer following – deserved to be elevated.
The bar was built but the marketing wasn’t.
They came to HOW with a fragmented marketing system lacking strategic grounding, and with no discipline as to audience segmentation, content creation, influencer identification and the ability to generate breakthrough creative.
The only way to “rebuild” this was through a holistic customer journey strategy, creative and management effort that integrated all aspects of social, paid and earned marketing – all to power their Direct-to-Consumer business while establishing their retail distribution network.
Just like BUILT Bars and Puffs are complexly engineered to generate maximum performance in the human body, we built a precision-tuned, fully managed digital marketing strategy that included:
A full SEM re-set, with a focus on generating top-of-the-funnel traffic among new customers. We identified that BUILT was over-spending on retention given their strong re-purchase and under-spending on acquisition.
A complete branding and identity reset. We created a new look and feel, injecting breakthrough creative powered by a rigorous testing methodology. We replaced highly transactional and functional messaging with personality-driven, lifestyle messaging on TikTok, Facebook, Instagram and other channels.
HOW’s approach allowed BUILT to turn customers of its promotional, limited-time-only offerings, into regular customers with high lifetime value.
We continually optimized a dynamic range of creative executions mapped to core elements of our value propositions. This matrix was brought to life through our content creator community; well-known influencers who we identified using our proprietary methodology – the BUILT “Core Crew” – and other compelling approaches.
Our social listening team has its fingers on the trend pulse 24/7, enabling us to pick up early ideas and cultural signals, and rapidly transform them into creative executions. Some examples include Drake memes and trending audio.
-95% increase in DTC Sales
-48% decrease in cost per customer acquisition
-48% decrease in cost per customer acquisition
-44% increase in conversion rate
-In three months, we turned four basic content shoots into over 1,000 different creative executions, with a performance difference between these units as much as 44 percent.
-191MM+ organic social media impressions
