A community campaign to roll-out Google ads drives big ROAS with Huku at Home

Google Ads launch strategy for Huku Balance drives a 55% increase in online check-outs, and an average cost per sale of €7 in the first 6 weeks.

Now with a proven ecommerce strategy delivering on site conversions, and a growing online and offline awareness of the brand, Huku Balance were in a position to start investing in new ad channels, notably Google ads and affiliate marketing programmes.

155% CR

Increase in Conversion Rate YoY

18 cent

Cost per Acquisition on Google Ads

145x ROAS

6w Return on Google Ad spent

Key to the project was managing the cost of sales before increasing investment in the ads in time for the summer event roadshow, which previously had driven a portion of online sales post event as well as seasonal media coverage.

Using shopper insights and direct response posts, we also identified education as an opportunity for building consumer knowledge and trust about the brand and the product range. With this in mind, we developed a “Huku at Home” omnichannel campaign, which blended content partnerships, video, user generated content, customer reviews, and Facebook ads, alongside a roll-out of PPC and Google shopping ads.

Content created from brand ambassadors drove qualified inbound traffic, as well as then being re-purposed as fresh outbound content across each of the key Huku channels. An automated review flow was put in place for previous customers and tweaked for ideal send time. Using the re-purposed content and a promotional strategy, shoppers were encouraged to share and post on their own UGC online.

Users created their own video tutorials which were then repurposed on a new Community Education YouTube

With an organic customer advocacy programme in place, Google search and shopping ads were then set up and tweaked. In the first two weeks, CPC on Google ads reached under 20c, with the best performing ad driving a conversion rate of 7.8%, a strong benchmark to improve and expand on.

15x ROAS

Total Return on Ad Spend

The new ads contributed to a 250% increase in the YoY Conversion Rate.

This campaign was delivered as part of our Sister the Agency Digital Strategy Programme. To find out more about how Sister can create high performing video ads for your brand, click here