Background

Rightcrunch is dedicated to creating healthy, wholesome snacks that cater to modern lifestyles without compromising on taste. Recognizing the increasing trend of convenient yet often unhealthy quick meals, Rightcrunch set out to offer an alternative. Their snacks, including a variety of gluten-free crackers, are baked rather than fried, ensuring they are a healthier choice. Despite being a one-of-its-kind brand in the snacking sector and spending a significant amount on performance ads, Rightcrunch was not registering the expected conversions on its website. Although there was considerable interest-based traffic, sales were not catching up, resulting in a high Cost of Conversion and dipping ROAS.

Audience Strategy Undertaken

To address this issue, Rightcrunch partnered with Xpert, leveraging their data-driven audience targeting. Xpert's unique ability to eliminate non-serious buyers and direct ad spend towards actual buyers with a demonstrated history of purchasing complementary products was key. By leveraging Xpert's network data, valuable insights were accessed on the brand’s target consumers, identifying their buyers as foodies who seek to satisfy their cravings while eating healthy and have a history of co-purchasing granola, nut butters, and premium cooking oils.

Results Achieved

By leveraging Xpert Audiences, Rightcrunch achieved significant improvements in their performance marketing. Focused targeting led to a substantial reduction in the cost of acquiring new customers by 36%, and their ads more effectively reached potential buyers genuinely interested in their products. This targeted strategy resulted in a healthier ROAS, which increased by 68%, and an increase in sales conversions on their website, confirming the effectiveness of enhanced precision in audience targeting.

Inferences & Insights

The case of Rightcrunch highlights the importance of targeted advertising in improving ad cost efficiency. Directing ad spend towards specific, well-defined audience segments can lead to better results and more efficient use of resources. Additionally, understanding customer behaviour and preferences through behavioural data is crucial in creating personalised marketing strategies that resonate with the target audience.Successfully targeting users who buy related products shows potential for higher conversion rates and better overall performance.

Testing Methodology