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Note: Some metrics are purposely left vague to protect client confidentiality.

Launched in 2020 in the height of the Covid Pandemic, Omsom set out to create loud, proud Asian meal starters that allow customers to cook bold, flavorful dishes quickly and easily and without cultural compromise.

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.

The Challenge

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 to consumer funnel.

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, 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.

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The Solution

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.

The Creative

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. 

Omsom has an amazing brand, and an amazing mission. They also started with beautiful product photography and lifestyle photography. However, they lacked video assets and assets that made the product feel accessible for everyday users.

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The Creative

Omsom has an amazing brand, and an amazing mission. They also started with beautiful product photography and lifestyle photography. However, they lacked video assets and assets that made the product feel accessible for everyday users.

Because of this, Uppercase focused on two core creative strategies:

1. 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.

2. 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.

The Results

Within 4 months of partnership, Omsom was hitting their 3x ROAS goal in order to scale, and within 5 months, hit major revenue milestones.

Uppercase maintained a 3x+ ROAS while scaling to four-figure

Uppercase maintained a 3x+ ROAS while scaling to

Uppercase maintained a

daily ad spends through the competitive holiday season.

four-figure daily ad spends through the

3x+ ROAS while scaling

With Uppercase’s suggestions,

Omsom’s average order value

to four-figure daily ad

increased by 190%, and their website conversion rate increased

With Uppercase’s suggestions,

Omsom’s average

spends through the

by 80%.

order value increased by 190%, and their website

competitive holiday

conversion rate increased by 80%.

season.

With Uppercase’s

suggestions,

Omsom’s

average order value

increased by 190%,

and their website

conversion rate

increased by 80%.

uppercasebrands