Bringing a DTC sports brand to market
A new multi-sport, neck support product generates conversation and sales through strategic online awareness campaigns.
The Kapsul™ ATLAS is a revolutionary neck support shirt and collar for athletes. Backed by robust research and user trial data, KapsulTech introduced the ATLAS shirt to the market in the fall of 2022.
Our team was engaged to develop, deploy, and manage Kapsul's digital advertising campaigns. The campaign was launched for Black Friday and our iterative, data-first approach has resulted in a 5x lower cost per conversion.
Introducing something new
The innovation neck support shirt and collar required us to educate our target audience about its benefits.
We started from scratch by creating iterative Meta ad campaigns, testing creative assets to deliver key benefits in a short time frame amidst the chaos of Black Friday marketing.
Real-time data analysis helped us identify what was working and what needed optimization, leading to successful adjustments in our campaigns. The result? Significantly more cost-effective conversions.
We needed to find an approach that balanced brand storytelling and digital advertising. We launched the campaign with two sets of creative: a cinematic, inspirational video and a short product-feature focused video.
Our team scripted, edited, and produced the "5 Reasons Why" video with our friends at Digital Sabbath.
Focused on explaining the product and intriguing interest in 15 seconds, this video takes a simple approach to answer two vital questions: what is it? And why should we buy it?
After a six-week testing period, it became evident that the attention of our audiences called for a more direct approach with video content, so we exclusively used the 5 Reasons Why video moving forward.
Always be analyzing
By analyzing user behaviour with GA4, ad performance with Meta Ads, and by monitoring social media comments, we removed guesswork and is from our marketing strategy. We made iterative improvements to the campaign performance based on the data. During Black Friday, we used interested targeting to refine our audience and offered a 20% discount.
We refined Meta Ads campaign goals, targeting parameters, and post text options to reduce cost-per-conversion by 445% since launch.
Since its launch in November 2022, the Kapsul™ ATLAS has experienced a consistent uptick in sales thanks to our proactive ad campaigns. By adopting an "internet sales" approach to ad creative and continually optimizing campaign parameters, we rapidly reduced cost-per-conversion, raising awareness about the product and educating ptential buyers about the benefits of neck support equipment. As we prepare to launch new products for Kapsul, our methodology has expedited the testing phase for all future campaigns, ensuring continued success.