Introducing Cryoskin to the US

The Challenge

Cryoskin is a market leading cryotherapy brand in the US.  They came to us and needed our help in both Business to Business (B2B) and Business to Consumer (B2C) marketing. Our objectives were to build a Cryoskin retailer network in the US through digital marketing, optimizing to signed contracts and then run ads to drive consumers into the retailers with Cryoskin technology optimizing to ROAS of 2:1.

B2B + B2C

The Game-Changing Tactics

We created two plans for each and focused on two main channels – Social (inc Influencer marketing) and the Google Stack.

For B2B our test plan initially focussed on identifying best performing:

  • Channels i.e. Facebook, Instagram, Google Search, GDN, Youtube.
  • Audiences testing a range of Lookalike audiences, interests, social listening audiences, competitors and recency retargeting.
  • Creative strategies using multiple concepts to talk to retailers about why they would benefit launching Cryoskin – this included helping their customers achieve their body goals, generating new revenue channels and innovation/ launching into the 8 billion dollar body sculpting marketplace.

We focussed on identifying the best cohorts from the testing process. We also linked the lead generation data to salesforce via API to then analyse results on cost per signed contract.  This enabled further advanced optimizations into cities with higher ROAS, Landing page data collection that improved quality of applications (ensuring leads were highly qualified).

For B2C our test plan initially focussed on identifying best performing:

  • Channels i.e. Facebook, Instagram, Google Search, GDN, Youtube.
  • Audiences testing a range of Lookalike audiences, interests, social listening audiences, competitors and recency retargeting.
  • Creative strategies using multiple concepts to talk to retailers about why they would benefit launching Cryoskin – this included product offering i.e. toning, facials, slimming, consumer problem solving (i.e. getting bikini body for holiday, lifestyle images, in-session images, authentic v brand influencer creative, and demographic variants i.e. creative targeting different age and genders.

We also worked with the client to integrate with their call centre which allowed us to optimize realtime to ‘cost per booked appointment’ or CPB.  We then built a database containing all retailer revenue by ad so we could analyse retailer results by ROAS and identify key trends across the retailer network.

After seeing the results on Instagram we recommended running an influencer program using our software to identify influencers whose followers fit the target profile and had a high % followers in our best performing regions across the US.  By AVB testing this and only running Influencers in specific regions we found this activity enhanced brand awareness and overall revenue in these regions versus locations that had no Influencer activity.

The Unrivalled Results

The results across both areas produced game-changing results.

For B2B we have built a network of 1200+ retailers in under 18 months.

For B2C our ad programs were massively successful across the board, producing a generated sales revenue for over 350 retailers across the US and a minimum ROI of our target 2:1, with highs of 8:1 across Facebook and Google search ads.

Our budgets increased from an initial test of $50k to a $6 million budget in year 2.

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