WTF we did here: performance marketing, digital advertising, PPC, digital analytics, paid social, Google Ads, Facebook Ads, Criteo Ads, Microsoft Ads, advertising strategy blueprinting, growth strategy consulting
The story of Bellabeat
Every story needs an introduction. The story of Bellabeat started 8 years ago in San Francisco, after being founded by Urška Sršen and Sandro Mur. Fast forward to today, Bellabeat is successfully navigating the $4.2 trillion wellness industry.
But, success does not happen overnight. What made this wellness tech startup’s story so lucrative? Were they ahead of the game in technology? Were they hyped up by celebrities?
No, it is one simple “why”. Bellabeat is the only one out there made for women, by women. And there it is – the perfect, the most important bit of the story. Everything this company does and will do is made with this thought in mind: their wellness trackers, smart bottles, smartwatches, and their holistic wellness programs. Everything.
Now you know a bit about Bellabeat, but how does SplitX MAD take a part in this story? Synergy. Yes, synergy is the most under-utilized “tool” in today’s advertising world – but together with Bellabeat’s performance team, we made it work.
Spring smart water bottle
Leaf Crystal wellness tracker
Leaf Urban wellness tracker
“The whole is greater than the sum of its parts.” – Aristotle
And then, there was a synergy
Raising the awareness
Well, people gotta know a bit about you before you sell them anything. People love the stories behind the product.
That’s why brand awareness is so important. You need to get out that story for the people to hear it, and you need to get it out fast and effectively. Crafting such stories can be a difficult task, but that’s where synergy comes in. It is really beneficial to validate your internal team’s ideas with an external agency. Two heads think better than one.
That’s exactly what happened. We sat together with the Bellabeat team and brainstormed the hell of ideas for top-of-the-funnel storytelling.
From awareness to performance
What does awareness-building look like with ads? Well, it’s pretty simple: create engaging ads and find out the ideal impression frequency.
Ad impression frequency is one of the most important metrics in the customer journey. Keep it high enough, but don’t overdo it. You want your users to recall your ads, but you don’t want them to perceive you as annoying.
Here again, communication was crucial. The Bellabeat team had data & knowledge on what previously worked out in their case, so we could cross-reference it with our data & fresh ideas. It helped tremendously in the funnel setup.
Why does it matter? The results.
To be honest, this is the best possible setup you can get in performance marketing (not overreacting). The internal team combined with an external agency.
Why? You will have clarity over goals, and both sides can give a much-needed second opinion on strategy and results. By combining our strengths, we’ve managed to reach a significant improvement in several key metrics month-over-month.
Nothing without a team
Results aside, working with the Bellabeat team, we actually learned a lot ourselves:
- You get familiar with your client from the inside-out
- You start to think more broadly about your campaigns. How do they fit in the bigger picture?
- The organization is a must when working cross-functionally: schedule weekly meetings, reports, etc.
- At the end of the day, you make new acquaintances and friends. Never underestimate the power of networking.
Kudos to Joško and Marin from Bellabeat!