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Launching and Growing a Brand

A digital license plate that connects via LTE to an app on your phone – enters a market space unique to itself.

THE GOAL

A new brand. A new product. A new market. So how do you launch and grow a product that needs to overcome initial concerns of state/DMV legality, durability, and is currently limited to two states. All on a budget that keeps cash flowing and investors happy?

THE PROCESS

Starting with Facebook as a testing ground, Operam spent small across multiple audiences, leaning into performance. Optimizing each stage of the conversion funnel to make sure every part of the user journey was operating efficiently and delivering the lowest possible CPA.

Once results were achieved within the platform, Operam expanded efforts to Search, Programmatic, and YouTube. Helping drive legitimacy, awareness and capture interest/purchase intent.

Creative + Audience Testing

Starting with a ‘learn to earn’ method (until there’s enough sales to learn from the earn), Operam tested a range of ad creative, finding key messages that resonated with different audiences. Once the best media placements, audiences, and creative were identified, iterations of these top performers were developed. In other words, created more of what worked to make sure that as we scaled, we’d use the most cost-effective assets. Over 50 different ads have been tested and iterated upon to find the best ‘thumb stopper’, click driving creative. In addition, using highly relevant creative helped drive high comment engagement, giving further insight into addressable friction points on the path to purchase.

Landing Pages

Landing pages reinforced and expanded upon initial messaging, leading consumers through an education flow, increasing conversion rates by up, such as this example.

Quiz flows LPs also helped engage and educate consumers with interactive stages. Taking them further down the funnel, resulting in a 20% increase in CTR and similar purchase conversion rates to other pages. Helping improve purchase consideration in retargeting efforts. Example.

THE RESULTS

  • 133% Average month on month sales growth.
  • 76% Decrease in CPA over 3 the last months.
  • 3.3% average ad CTR over the past 3 months.