Meatworks Case Study
Meatworks Case Study
We created a multi-channel, geo-targeted digital strategy using scalable tactics that produced high returns on a fixed marketing budget.
Meatworks is an online meat subscription startup that allows customers to build their own boxes of beef. All beef is 100% grass-fed and grass-finished, antibiotic-free, and humanely-raised.
Meatworks challenged us to drive awareness and early access sign-ups before its public launch. Meatworks, as a new company, had no brand recognition in a very competitive market.
To reach this goal, we created a geo-targeted, intent-based, multi-channel strategy that would generate an audience and scale as Meatworks grew. Channels were selected to generate the most return at a low CPA.
It was very clear that Meatworks was going to have to be a different brand with a strong view point and bold messaging to thrive in a crowded market. This more provocative and transparent brand tone was a differentiating factor and it led our ads to have extraordinary click-through and conversion rates.
There are many competitors in the meat subscription space. Ad messaging focused on competitor pain points and directly referenced the pricing and value of Meatworks versus competitors. We created a landing page using this messaging and surpassed our signup goal by over 25%. This also gave us qualitative data, cementing our original thoughts – people were looking for a meat subscription alternative.
The team created landing pages customized to each target audience, so each landing experience had a high message match back to the ad copy. We built new B variations of each landing page, based on landing performance, to test against the control. This allowed us to move fast to improve conversion rate and cost per acquisition.
landing page PLATFORM
Early access sign-ups in 30 days
Cost Per Acquisition
Website Traffic Over 3 Months
The results of the initial early access signup campaign exceeded our 1000 signup goal in 30 days with a CPA under $20 and a conversion rate of over 12%.
We increased traffic 3x since the public launch of the product for the same marketing budget. The customer base has also grown steadily.