40% increase
38% increase
0% increase or decrease
Brand Story:
AsWeMove is a men’s underwear brand that’s vision was to redefine performance apparel. They started from the inside-out, creating underwear that’s ⅓ the weight, 3x more durable, and comfortable for the skin. Inspired by Bruce Lee, they believe in hacking away the unessential to reveal the truth, because only from truth can real creation happen.
The Situation:
The common conception in the ecommerce space is that in order to scale a business, you’ll likely need to sacrifice efficiency. Here at H10, we reject that notion. AsWeMove came to us looking to help scale their US and Canadian businesses, with the goal of maintaining a flat Customer Acquisition Cost (CAC).
Find a Creative Niche
- Through 6 months+ of creative testing we identified one specific video ad that worked extremely well for AsWeMove, securing 90% of total monthly revenue.
- Rather than trying to force new creative types to work we decided to hone in on that one specific ad even more.
- We took the original video and changed the color of the underwear so that the video had all the same components as the original, yet appeared to be new.
- We also added new text overlay variations to the opening hook so that the same video could communicate different messages.
- Overall, this allowed us to iterate in an extremely cost efficient manner because we didn’t have to waste ad spend on testing net new concepts. This also saved a ton of time and money on the client side because they didn’t have to shoot any new video content for an entire year!
Identify a Hero Landing Page, Not a Hero SKU
- We also found through that same top ad that what is important is not the SKU featured in the video, but the compelling graphics that then drive the customer to a strong landing page.
- All of our ads drive to a collection page that features AsWeMove’s full inventory. The collection page has filters that allow the customer to filter by utility (for sleep, for exercise, for everyday) and fit, but ultimately leaves the product being purchased entirely up to the consumer.
- By driving ads to a collection page rather than a PDP this has also allowed us to never have to turn ads off due to the product being out of stock in the final destination. Since we can keep the same ad on for months our ads in turn have accumulated thousands of engagement metrics. Meta delivers ads with strong social proof at lower costs and potential customers are inclined to click more on the ads that show through likes and comments the validity of the brand.
Don’t Panic, Ride it Out
- While year over year CAC remained flat, this certainly wasn’t the case when looking at each month.
- Rather than trying to hit the same CAC goal every month, we identified periods when it was fine (and even good) for CAC to be higher because we wanted to focus on heavy new customer acquisition.
- For example, we were fine with a 20% higher than average CAC in June because we knew that in August a new color variation that was launching would drive a 20% lower than average CAC.
- Not panicking and riding it out allowed for us to keep our spend levels steadily increasing throughout the year - ultimately getting to the 38% spend increase with the same CAC as the previous year.
Conclusion:
HYPE10’s relationship with AsWeMove is truly a collaborative and fruitful partnership. We look forward to continuing to partner with their team to grow both the US and Canadian markets even further. Here’s to the future of men’s underwear!
In the dynamic world of digital advertising, finding a partner that not only understands your vision but also drives your business forward is rare. That's exactly what we found with HYPE10, thanks to the unparalleled dedication and expertise of Caroline and Vinh. Since embarking on our partnership at the end of 2022, we've been consistently impressed with their sharp insights and the innovative ideas they bring to the table every week. Their ability to efficiently and effectively scale our media spends across both Facebook and Google has been nothing short of remarkable.
But what truly sets Caroline and Vinh apart is their commitment to going above and beyond. They've played a pivotal role in helping us navigate and understand our healthy Customer Acquisition Cost (CAC) thresholds, ensuring that we remain accountable at every turn. Their collaborative spirit and willingness to integrate seamlessly with our team at AsWeMove has made them feel like an extension of our own family rather than external partners.
Thanks to their tireless efforts and strategic insights, we've achieved levels of success that were previously beyond our reach. Caroline and Vinh are not just media experts; they are true team players and integral to the success story of AsWeMove. As we look forward, we are excited to reach newer, more audacious goals with them steering our customer acquisition efforts. Their innovative approach and unwavering support make us confident in our journey towards even greater achievements. We are immensely grateful for their contribution and cannot imagine being where we are today without them.
