Road Runner Sports achieved a 5X+ in-platform ROAS while consistently reaching 6-figures in profitable monthly ad spend.
The Challenge
Road Runner Sports, a leading athletic gear brand, was grappling with several issues related to its online marketing strategy. The brand had previously enlisted the services of several marketing agencies, but the outcomes were far from satisfactory. The agencies neglected creative testing, leading to subpar content that failed to resonate with Road Runner Sports' target audience. Moreover, they didn't focus on Key Performance Indicators (KPIs), crucial for measuring the success of marketing strategies. Consequently, Road Runner Sports was falling short on scaling their online sales, improving social ad performance, and acquiring more VIP subscribers.
The Solution
Structured strategized a multi-pronged solution that included:
1. Influencer Whitelisting: Recognizing the profound impact social media influencers can have on consumer behavior, Structured recruited fitness creators who had strong resonance with Road Runner Sports' target demographic. They then gained access to these influencers' Facebook and Instagram accounts and ran promotional ads through these profiles. This strategic move resulted in instantly lower Cost Per Acquisition (CPAs).
2. Rapid Creative/Angle Testing: Structured emphasized the importance of creative testing that the previous agencies neglected. They started testing different creative concepts based on various angles to pinpoint what effectively engaged Road Runner Sports' customers. With a data-backed understanding of what worked, they could quickly scale up the successful strategies, leading to better reach and engagement.
3. Creative Iteration: Structured deployed its unique plug-and-play creative iteration process. As a part of this process, they continually tested different creative concepts, enhancing the ones that delivered results and discarding those that didn't. This process also enabled them to generate creative iterations for multiple SKUs on demand, ensuring the brand stayed fresh and relevant.
4. Simplified Account Structure: By adopting Facebook’s power 5 best practices, we were able to streamline Road Runner Sports' campaign structure. A simpler, more straightforward structure made campaign management and optimization more efficient, further improving the results.
Results
Within just a few months, Structured was able to boost the brand's Return On Advertising Spend (ROAS) to a consistent 5X+, demonstrating a high level of cost-effectiveness in their strategies. At the same time, they managed to decrease the CPA by 25%, making the marketing efforts more profitable.
Moreover, Road Runner Sports also saw significant growth in their VIP subscribers. By delivering engaging and persuasive social ads, they were successful in attracting more customers to their VIP program, creating a loyal customer base and promising steady revenue in the future.
5X+
25%
$1M+
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