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Case Study

How Frozen Lemon helped Ocean Crawler go from a burnt audience to 436% YoY growth

Ocean Crawler is a micro brand watch company that sells high-quality dive watches.

By the numbers

“I have been very impressed with Frozen Lemon Media’s knowledge and skills with regard to Facebook ad campaigns and creating Sales Funnels for us at Ocean Crawler. They are very easy to communicate with, experienced in online marketing and know-how to achieve results quickly. The team at Frozen Lemon Media knows how to make things happen and are very efficient at what they do.”

Christian-Champion

Christian Champion

Founder, Ocean Crawler Watches

By the numbers

436.55% growth year-over-year
30% increase in AOV
9.35X ROAS
2905.97% increase in media spend

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The challenge

Prior to working with Frozen Lemon, Ocean Crawler had launched a small number of ads. The ads performed well which quickly validated the product. Unfortunately, after a short period of time, they had burnt through that audience and all the following advertising campaigns started to fail.

“We had a few ads that performed really well, but it was pretty obvious early on that Facebook had burnt threw that audience pretty quickly.”

They tried different methods, messaging and targeting, but nothing seemed to move the needle at the level of the initial campaigns.

They knew they had a great product but couldn’t crack Facebook ads.

Their organic Instagram and Facebook posts would get a lot of engagement, but they never translated into sales.

With the sales that they did get, the overall CPP (Cost Per Purchase) was too high, to the point that it affected profit margins.

When Ocean Crawler found Frozen Lemon Media they were looking for a Facebook ad agency that could manage their ad campaigns. Not only that, but Ocean Crawler needed an eCommerce growth partner who had experience and core competencies in scaling DTC eCommerce lifestyle brands.

Frozen Lemon Media fulfilled those needs, and more!

The approach

  • Take a few steps back and start building a relationship with the target customer.
  • Educate potential customers as to the USP.
  • Give potential customers a reason to act now!
  • Make the price of the watch irrelevant and irresistible.
  • Make the buying experience easy.
  • Segment low, medium and high-value prospects
  • Segment customers into RFM
  • Given that the brand was new, double down on trust signals at every touchpoint.
  • Give customers a reason to buy a second and third time.

The solution

In order for us to be able to build the relationship between Ocean Crawler and their customers, we needed multiple touchpoints without CPP going through the roof. Our strategy was to build the list and communicate via email.

The email list gave us time to nurture and build a relationship with the potential customers and share the brand’s USP and story.

We thought about doing a giveaway, but given that the brand’s price point was $1K+, we needed to build a list of people that were willing to buy the watch and not just signup for a chance to win something fancy. Facebook also doesn’t like giveaways on its ad platform as they feel it incentivizes engagement, so although this could build the list, reach to our target audience would be reduced.

We also wanted to give people a reason to buy now, and a giveaway would not accomplish this.

So, we decided to do a presales/ preorder and offer reduced preorder pricing.

This way we could reduce the price without affecting the brand’s quality perception, and we could build the list while simultaneously giving potential buyers a reason to buy now!

Our next step was to make the price irrelevant. We found that a lot of people were engaging on social media, but many comments would mention the price. This was expected with the price point being high, but this is also a symptom of not having enough brand equity (a social following which believes in the high worth of anything your brand offers).

To make the price irrelevant, we removed all risk from the purchase and introduced a “buy now pay later” function and an “instant approval with no interest financing” plan so that customers could get the watch at as low as $80/ mo.

We also introduced a 5-year warranty that showed people that even if they didn’t like the watch, they could return it with no questions. This is how we began to build trust and confidence into Ocean Crawler as a brand, giving the brand equity it desperately needed.

We still needed to create a desire for the watch while building brand equity, so when we introduced the watch’s features, we focused mostly on its quality and uniqueness.

The watch definitely justified the price point, but with no brand equity, purchasing the watch still felt like a risk for many prospective customers, which is why we added trust signals at every stage of the branding and buying process.

We included a phone number that went straight to a real person. In this case, it happened to be the company’s owner because he was willing to do it.

We also added badges on the product pages and checkout pages, to assure customers they could trust the product site.

We added Influencer reviews of the watch on the site and in ads and let them say it for us – the brand is worth the price!

Influencer Reviews

We added Influencer reviews of the watch on the site and in ads and let the influencers show the quality of the watch and say it for us – the brand is well worth the price!

 
 
 

Lifestyle Video

We created a lifestyle video to showcase the usability and durability of the watch

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We made sure that Ocean Crawler answered every single comment, to prove they were committed to their customer feedback and positive resolutions.

When we segmented the customers by Recency, Frequency and Monetary (RFM) and compared it with onsite behaviours and analytics, we noticed that we had many customers returning to the site and engaging with the content. They would post their Ocean Crawler watch on socials and comments as if it was a badge of honour or a rite of passage into a club. Still, there were too many customers with low scores on all three categories.

We doubled down on the “rite of passage” feeling by sending high-quality membership cards with unique numbers and a booklet explaining the story and the importance of the serial number for each watch. We explained that their watch was of limited quantity and ensured that their new watch would never be made in that style again.

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We segmented these groups into RFM + Behaviours and created post-purchase campaigns specifically for each segment.

If the customer purchased for the first time, they went into a post-purchase (x1) campaign; if they bought twice, they got put into a post-purchase (x2) campaign.

Customers that purchase from a brand are 50% more likely to buy from that brand again. For those who buy a second time, 65% are likely to buy a third time, and at 3X what they spent on their first purchase. We knew that if we could increase purchase frequency, we could increase retention and loyalty.

Based on this knowledge, we began offering extended pre-orders deadlines to existing customers. If they purchased a second time, we threw in an extra item- an exclusive watch strap.

The results

Within 24 hours of launching the Frozen Lemon Media campaign for Ocean Crawler, they saw an increase of 5X what they did in all of the previous year. In one day!

In the first year of working with Frozen Lemon Media, Ocean Crawler grew by 1255.74% and continues to see an average of 436.55% growth YoY.

Frozen Lemon Media has scaled ad spend by 2,905.97% while maintaining a 9.35% ROAS

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“I have been very impressed with Frozen Lemon Media’s knowledge and skills with regard to Facebook ad campaigns and creating Sales Funnels for us at Ocean Crawler. They are very easy to communicate with, experienced in online marketing and know how to achieve results quickly. The team at Frozen Lemon Media knows how to make things happen and are very efficient at what they do.”

Christian-Champion

Christian Champion

Founder, Ocean Crawler Watches

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