INTO THE SPOTLIGHT: AWARENESS & SCALE FOR NEW DTC BRAND

How WEBITMD helped Andy Hay scale with a multi-channel paid media strategy.

+280%

ONLINE ORDERS

+118%

CONVERSION RATE

+500%

ROAS

Challenge

Any new business faces a major challenge in its early stages: finding an audience and carving out a place in its industry. It was a similar story for Andy’s Hay, a new e-commerce brand struggling to build awareness. After attempting to find an audience and dropping $50k in ad spend with little profit to show, they looked to WEBITMD to help put them on the map.

Solution

With an overall goal of driving traffic with lead generation, our team implemented several marketing strategies such as giveaways and offering sample packs of the brand’s products for prospective customers to try out. We also implemented paid ads on Google, Amazon, and Meta (Facebook and Instagram) to increase brand reach.

Results

Shortly after implementing our strategy, Andy’s Hay achieved more brand awareness than they ever had before. Their ads and content reached 2.3 million people, with over 7 million total impressions. Paid media from WEBITMD also resulted in a 5x boost in ROAS on Amazon. Approximately 2,000 new leads tried out the product by ordering sample packs.

MAKING A NAME IN DTC

Before starting Andy’s Hay, the creators were running a successful B2B brand in the same industry — but they soon realized that e-commerce was an entirely different ball game. More competition means it’s harder to stand out and find an audience, which is exactly what the new DTC brand struggled with. 

To overcome these challenges, Andy’s Hay teamed up with WEBITMD to make a name for themselves with paid media that would drive interest in their unique offer. 

OUR APPROACH

We created a multi-channel paid media strategy for Andy’s Hay to help find their ideal customer base, increase awareness for their offer, and drive quality traffic with ads on various platforms. 

Paid Social

We implemented multi-channel social media ads for Andy’s Hay on Facebook and Instagram. Our market research helped us determine these platforms as the best for generating quality leads.

Google and Amazon Ads

While Andy’s Hay already had Google and Amazon ads running during our partnership, we took time to optimize and rehash the current ads to maximize conversions.

Lead Generation

We set clear breakeven and ROAS targets to ensure we only increased ad budget when it was profitable. As revenue grew, we reinvested ad profits to scale online sales.

Top-of-Funnel Content

Andy’s Hay came in with top-of-funnel content such as blog posts. We helped optimize the content, which boosted lead generation and increased organic traffic to the brand’s website.  

OUR RESULTS

After working with WEBITMD, Andy’s Hay has generated new leads, seen more online orders, and is making the most of their paid ads with increased conversion rates and larger profit margins. Most importantly, however, they’ve built a name for themselves in their market, which continues to drive interested prospects to their website. 

As of 2023, Andy’s Hay has seen a 280% increase in online orders, 118% boost in conversion rates, and a 500% jump in ROAS from paid media. 

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