9pro1

Brand Story

9pro1 is a fast growing international fitness brand that focuses on selling fitness gear. Their quest to manufacture the most advanced fitness gear at the most affordable price possible created a huge opportunity in the global market. 

The Objective

9pro1 has been very successful at working with influencers, but with the rising cost of Facebook ads, they were not able to be ROI profitable. They wanted to find a way to run profitable ads on Facebook Ads while hitting their target of at least 2x.

Challenges

Selling fitness gear on Facebook is not easy. It’s not that people don’t buy fitness gear, but the market is oversaturated and is mostly controlled by the giants. We had to find a way to differentiate 9pro1 gear from other competitors in the market. We knew that if we wanted to sell the products, we had to sell the story as well. 

The Strategy

The first thing that we did before launching any campaigns was to evaluate all the past ads and creatives on and off Facebook to understand what the main strengths of the brand were. We analyzed all of their Instagram posts, Facebook posts, past paid campaigns, their entire website and all available assets. We discovered something interesting. 9pro1 uploaded training session videos regularly to their FB page and IG profiles. The video posts showed ways to use their gear and effective training exercises – zero selling, complete FREE valuable content. We immediately suspected that users would respond better to these types of posts than to image or video posts that push the sale of the product directly instead making users want to discover more and purchase it. 

We turned off all of their original ads and swapped them for a series of their best-performing video posts. The only call to action we used was for the user to “learn more” at the bottom of each post. This ensured that when the user was curious to find out more, they would know where to go. Then, we wanted to create one extra step before sending them to the product page. We created a landing page that was full of content for each product that highlighted all the features of the product that was being sold. We knew that by adding an extra steps, the users that get to the actual product page will be pretty much sold on the product. 

In terms of structure, we created standard funnel that included the following audience segmentations, all under one campaign (one roof strategy). We used CBO (campaign budget optimization) to maximize the budget automation allocation function. It helped us save a lot of time and assisted in maximizing the daily budget opportunities. Our audience segmentation was the following: Pure Pixel General (no targeting selections), 1% lookalikes of customers, 365 IG engagement (anyone who engaged with our IG in 365 days), 365 FB page engagement (anyone who engaged with our FB page in 365 days), and 180 days view content on website (anyone who viewed a product page or landing page). The idea to group these warm and cold audiences together under the one roof strategy was simple. Based on supply and demand, we let Facebook decide when to shift more delivery to warm traffic, and when to shift more delivery to prospecting traffic. Then, using its prediction modeling, with more freedom to perform, the algorithm will find the most cost-effective delivery opportunities in the market. 

Within 45 days of launch, we reached the following results. Not only we were hitting a solid +3x ROAS, but we noticed an uplift in the conversion rate as we were hitting a lot of warm traffic that wasn’t converting. Showing organic looking ads that provide value instead of selling a product worked better than we expected. Users responded positively to the ads, as they didn’t notice that these were actual advertisements.