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The Problem
1,323% Growth in 6 months, Killing IOS 14 & Increasing Retention.
Conzuri was born in January 2018 with the hope of solving a common problem for many men - Height! The brand aims to solve the problem with sneaky sneakers that help you look taller and insoles so you can grow taller in the shoes you already know and love.
What We Do For Conzuri?
Growth Service & Strategy. With Conzuri we required a full hands on deck approach. After over 8 months of doing their paid-advertising we stepped in as growth partners for the brand and tool over the entire DTC experience of the business. Taking into account: Forecasting, Paid Ads, Retention, Merchandising Strategy, Email & SMS, Content & Creative.
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Our Solution
The CHALLENGE
The biggest challenge here was that the owner Jack reached a handicap he could not grow beyond. In addition to this he could not find an agency that performed better than his own ad knowledge to scale.
The company was bootstrapped and grew on its own through the first year and in 2021 they averaged around 100k/month in revenue. Never managing to exceed a £150K+ month.
That is when they went through the agency churn game as each time they hired an agency it performed worse than what the founder could do - which is a caring problem.
The founder knew the product was good, the market was there, he just needed the right advice on handling the account and taking it to the levels he could not on his own. This is when we met Jack for the first time via a recommendation.
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The Results
The Solution & Results
Understanding the company
When a company has been through multiple agencies, has good unit economics, and still hasn't been able to scale it usually means the right questions were not being asked. So we did a full sweep and made sure to gain an understanding of the following:
We understood the products, we understood merchandising and ceiling it had hit, the demographic and which products to sell on the front end vs what to save for the backend to maximise profits when growing.
Most importantly we aimed to learn which unique products to use in the consolidation structures after the big IOS14 update to really max out the product efficiency on advertising and to top it off we made sure to leverage Conzuri's above average LTV when we took our bidding into account.
Understanding the unit-economics
At AKM we believe in understanding you completely, that means not just understanding your products or demographic and knowing ad strategy. It defining what profit means for you, what numbers your brands are at and most importantly what that needs to be to hit your desired goals.
So we gave Conzuri all our internal resources to dive deeper into their unit economics and understood where every single dollar went and started an accountability system of finance so that we all understand where we are losing money, where we are making money, and what can be improved to ensure we go in the direction we want month on month. Which makes it relatively easy to define our real goals and the real metrics we need to hit to make them a reality and if that is even possible with the brands costs.
Why is this important ads-wise?
Understanding the PNL and unit economics tells us where opportunities lay to negotiate on with suppliers, shipping, fulfilment and it gives us 100% transparency on the CPA targets the brand required to be profitable at scale. Using that knowledge we can then all ranging from cost caps, bid caps, min ROAS, highest vol, high value.
Strategy
When it came to the strategy we knew one thing would be important to take note of - The traditional way of running ads didn't make them money so we had to do some things that didn't fit the average account. After that is we implemented our AKM structures and ways.
Some of that included an in-depth data analysis which found the correlation of 7DC, 7C, 1 DC, 1C to find the best optimisation window specific to them, this made a world of a difference to their ROAS and allowed us to scale past their previous handicaps.
We then used this information to create special consolidated structures to scale alongside keeping efficiency in mind, and the rest was history!
35% Lower CPA
$40M+ in Sales Generated
3.2 ROAS
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Testimonials
