Founded by Vanessa and Kim Pham, Omsom is in the Food & Beverage industry with a new category of product. Not quite a sauce, and not quite a seasoning packet, Omsom Starters mix easily with the user’s choice of protein and veggies to create a flavorful meal.
Upon partnering with Uppercase in Summer 2020, Omsom was a completely new brand with no brand recognition. They had not run any significant Facebook or Instagram ads before, and were starting from scratch building their direct.
On top of the challenge of getting off the ground, Omsom was creating a new category of food product, which required customer education before they would buy.
To achieve their ambitious goal of rapidly scaling their D2C marketing channels through Facebook and Instagram ads with a 3x ROAS on first purchase, Omsom needed to build a sustainable advertising funnel to educate new customers and convince them to buy.
Because their initial average order value was low, Omsom needed to create hyper-engaging ad creative in order to achieve a below-average cost per link click, and an extremely smooth customer journey through their first purchase to consumer funnel.
Immediately after partnering, Uppercase conducted an exhaustive competitive landscape study and developed a thorough A/B testing strategy to determine the “lowest hanging fruit” - the audiences, value propositions and creative combinations that generated the highest return, which would build the foundation of their funnel.
After eight weeks of testing, Uppercase identified a key segment of Omsom’s audience that responded extremely well to Omsom’s message. Uppercase also built key advertisements that effectively explained the concept of a “Meal Starter”, and most importantly, sold product.
However despite achieving an average cost per link click well under Facebook averages for purchase objective campaigns in cold audiences, not enough customers were purchasing to hit a 3x ROAS. The website conversion rate would need to be significantly improved and the average order value increased in order to hit our goal.
Uppercase then conducted a thorough website conversion rate analysis using website analytics, user recordings, user surveys and proven best practices. Uppercase advised Omsom on key website changes to make, including changes to their homepage, product pages, checkout flow, cart pages and landing pages. Uppercase also advised on key strategies to increase average cart values and repeat customer rates.
After making these key website changes and another month of testing, the funnel was working and was hitting core goals.
With the foundation of a sustainable funnel built, Omsom & Uppercase set their eyes at the upcoming Black Friday / Cyber Monday holiday season as a time to rapidly scale.
Uppercase devised a tiered BFCM+Holiday strategy that revived “warm customers” (customers who had engaged with Omsom but not purchased), and continued to recruit new customers.
Because of this, Uppercase focused on two core creative strategies:
Video Ads: Adding motion to their already-appealing photography to create videos that explain how the product is used, and highlight key press mentions and customer reviews to build social proof.
UGC Ads.: Executing an influencer UGC content campaign to source and partner with foodie influencers to obtain raw video content of everyday people enjoying Omsom, and the rights to use this content in ads. Uppercase videographers then edited the raw footage into engaging UGC videos that had a 2.5x higher CTR than their average CTR.