Realtime Agency Drives Increased ROAS Through Creative Testing on National Yoga Day

As a leading yoga brand, Liforme has established itself as a symbol of quality, innovation, and sustainability. With a deep-rooted commitment to providing yogis of all levels with the finest yoga mats and accessories, Liforme has garnered a devoted following of individuals who value both performance and environmental consciousness. By blending cutting-edge technology, meticulous craftsmanship, and a passion for enhancing the yoga experience, Liforme has become a trusted companion for yoga enthusiasts across the globe. Realtime have been working with Liforme since 2021 to manage their digital marketing – focussing on driving sales & ROAS.

Challenge

We were tasked with overcoming the fierce competition and capturing a significant market share during National Yoga Day. With the aim of driving optimal performance, we needed to devise a creative testing strategy that could swiftly identify the most effective creatives. Compounding the challenge, this endeavor coincided with a critical sale period, adding an extra layer of complexity to our marketing efforts.

Strategy

Realtime conducts controlled testing to gather data on the impact of different variables on return on ad spend (ROAS), such as imagery, ad formats, logo placement and size, messaging, sales offers, and more. Each variable is tested separately against a control group to accurately attribute performance changes to the test. Additionally, we collaborate with third-party tech providers to utilize creative optimization tools to allow for more creative variable options, which are not native to ad platforms.

To ensure statistically valid results, test cells have predefined budgets that must be met before determining the effectiveness of a variable. During sales or promotional periods, we leverage higher spending by expanding our testing structure and working on shorter reporting and optimization cycles. Increased ROAS leads to larger budgets and a greater influx of data, necessitating more frequent optimization to ensure efficient spending and rapid application of insights to regular campaigns.

For this campaign, our campaign included testing four variables: ad format, body header, body copy, and offer messaging.

To ensure accurate results, each variable was tested against a control group, meaning the ads were identical except for the tested variable.

Overall, we ran a total of 500 ads for this test, considering creative characteristics like mat color, testimonials, text size, and more. Each ad had a budget of £100 before determining its continuation.

Results

Dynamic creatives, such as collection ads, achieved the highest ROAS at 5X. Language emphasizing the percentage of customer savings, like “Save an extra 20%,” also performed well. On the other hand, urgency-driven language, such as “Last chance,” had a lower ROAS of 2.4X. Vague language like “Free gift” also underperformed compared to specific price cut call-outs, with an ROAS of under 3X. We immediately applied these learnings to our regular campaigns.

Sale periods provide valuable opportunities to gather insights that may not be as readily available during other times of the year. With increased ROAS and budgets, more test cells can be accommodated in the matrix. The more test cells, the more insights we can apply to our regular, ongoing campaigns.