Olyra: Paid Advertising
About Olyra
Olyra Breakfast Biscuits are 100 years in the making from Ancient Greek grains.
”From my ancestors and family, welcome to Olyra world! Enjoy!” - Yannis
Our Role
We were hired to run their paid advertising, scaling on Meta and TikTok. In addition, we worked with their team on all creative development - leading on UGC and ad copy.
Our Approach
We were given a "free trial" offer as the first thing to go live with. For this we…
Developed first round of creative
Gave feedback on landing page and funnel
Tested audiences, copy, ad graphics to find winners in order to create a BAU campaign and then begin true A/B testing different variables.
Month 1 results were so impressive that client began to change offer to squeeze as much revenue out of the "free trial" campaign as possible; including but not limited to raising the "free" shipping price up to as high as $20
Despite these changes, we were able to keep CAC under control and within the desired KPI (under $5 per trial redemption)
We then began to scale and provide feedback on how to analyze the data - including helping understand metrics such as customer LTV vs CAC and other metrics that typically are the responsibility of the client - though we were never able to see the back end and really get a grasp of how successful our campaigns were after month 0.
We then launched other campaigns that helped with business development such as…
Helping to launch Whole Food Market and Costco campaigns that were so successful the client was able to get their product (multiple products) into more stores nationally. This was done through using learnings from the "free tiral" campaigns to drive the best results possible (targeting, creative, copy, etc...)
We discussed with Olyra to begin considering a true evergreen DTC campaign that could drive incremental revenue and truly scale the ad account profitably (and allow more monetary flexibility when it came to free trials and subscription offers). Despite the funnel being unusable - we were able to use learnings, develop new creative (specifically UGC), and test the available assets such as landing pages that were already existing on the site to see where exactly we were at but also to be able to gain insights on how we can optimize. The buying process and the UX of this funnel was not up to par, even for similar companies. We helped with CRO, new landing page designs, funnel optimizations, tracking optimizations, and so much more to get this funnel to be at least profitable.
Additionally, we made suggestions such as tools, landing pages, optimizations, creative, getting shops set up, etc.
Month Over Month Results
Month One
Free Trial
Spend: $3202.87
Clicks: 9563
CPC: $0.33
Conversions: 898
CPA: $3.57
ROAS: 0.2x
Evergreen
Spend: $34.70
Clicks: 74
CPC: $0.47
Conversions: 5
CPA: $6.94
ROAS: 2.46x
Month Two
Free Trial
Spend: $2642.07
Clicks: 14294
CPC: $0.18
Conversions: 940
CPA: $2.81
ROAS: 0.66
Evergreen
Spend: $2,006.39
Clicks: 2640
CPC: $0.76
Conversions: 114
CPA: $17.60
ROAS: 1.36x
Month Three
Free Trial
Spend: $2263.59
Clicks: 8660
CPC: $0.26
Conversions: 529
CPA: $4.28
ROAS: 1.88x
Evergreen
Spend: $3,706.91
Clicks: 3909
CPC: $0.95
Conversions: 105
CPA: $35.30
ROAS: 0.82x
Aisle - Costco
Spend: $2668.37
Clicks: 3855
CPC: $0.69
Conversions: 476
CPL: $5.61
Aisle - Sprouts
Spend: $1003.26
Clicks: 3476
CPC: $0.29
Conversions: 1378
CPL: $0.73
Aisle - Whole Foods
Spend: $148.56
Clicks: 252
CPC: $0.59
Conversions: 27
CPL: $5.50
Month Four
Free Trial
Spend: $2229.21
Clicks: 6253
CPC: $0.36
Conversions: 580
CPA: $3.84
ROAS: 2.00x
Evergreen
Spend: $2868.75
Clicks: 2697
CPC: $1.06
Conversions: 84
CPA: $34.15
ROAS: 0.96x
Aisle - Costco
Spend: $432.80
Clicks: 590
CPC: $0.73
Conversions: 86
CPL: $5.03
Aisle - Sprouts
Spend: $566.60
Clicks: 898
CPC: $0.63
Conversions: 216
CPL: $2.62
Aisle - Whole Foods
Spend: $1635.04
Clicks: 1555
CPC: $1.05
Conversions: 234
CPL: $6.99
