Sector: CPG / ECommerce Project: Social Media Advertising
SBS partnered with Outlaw—a cult-favorite brand offering soaps, lotions, and colognes inspired by legends of the Old West—on Facebook advertising. Focused on attracting new customers, the engagement resulted in a 475% increase in their direct-to-consumer sales through their Shopify website and contributed to a 600% growth in revenue.
Outlaw is a husband-and-wife-owned business that produces artisanal scent products inspired by outdoor adventures and the legends of the Old West. Founded in 2013, the company has steadily built equity in its brand, grown its enthusiastic fan base, and increased its product line.
With a key goal to “feel small but grow huge,” Outlaw’s CEO, Danielle Vincent, has pursued an effective content marketing strategy, rooted in data, that focuses on creating authentic connections and relationships with customers, who rave about Outlaw’s products. In early 2018 the company shifted its primary financial metric to customer lifetime value (CLV), understanding that while a new customer’s purchase might be small, that customer is likely to come back many times and purchase more products. This shift also changed the company’s view of its Facebook advertising, specifically cost per purchase (CPP) (also known as cost per acquisition). With a high CLV, there was a different perspective on a seemingly high CPP, making this advertising channel far more strategic than had been assumed. The company decided that it needed an expert’s focus on Facebook advertising and called upon Sarah Best Strategy to take the lead.
Sarah Best Strategy created a Facebook advertising plan focused on generating purchases from new customers and lowering cost per purchase (CPP) through audience testing. Steps in the process included:
Benchmarking CPP metrics for every product being advertised
Researching specialized audiences (e.g., service members, military families, luxury Western brand consumers)
Devising a range of image/copy combinations for targeted products
Continuous testing of ads and audiences
Using benchmarks to measure results and determine which ads and audiences to prioritize
Updating the campaign plan every month based on analyzing learnings, creating new hypotheses, and identifying opportunities
Business Growth: In the first year of engagement, SBS helped the company achieve 475% growth in direct-to-consumer sales
Patterns and Trends: SBS tested and tracked results across a variety of variables to uncover new audiences and new advertising approaches that produced a good return on spend
Monthly Reporting: Outlaw receives a detailed monthly report that includes results by advertised product, message type, and audience
Ongoing Planning: SBS works in close partnership with Outlaw’s management to plan forward strategies based on the data collected
"The folks at Sarah Best Strategy have been key in ramping up our Facebook advertising results. Their continuous testing of messages and audiences has attracted new customers and improved our direct sales by leaps and bounds.”
- Danielle Vincent, Outlaw Soaps Co-Founder and CEO