Case Study
EasyJug x Valmonte Digital
Valmonte Digital unlocks life-stage marketing growth by leveraging What to Expect data to target expectant and new moms.
The challenge
EasyJug is “the first hands-free water bottle for breastfeeding moms”. As a family-owned ecommerce retailer, the business faced the challenge of scaling their online business with a limited marketing budget. It was crucial that their marketing strategy drive sales in the most cost-effective way, utilizing lower and mid-funnel tactics.
Data strategy
Valmonte Digital utilized Everyday Health’s What to Expect data to reach consumers at very specific life stages: moms-to-be in their third trimester, and new mothers with 0-3 month olds.
What to Expect is a premium app and publisher with robust data segments that allows brands to target moms at every stage of their motherhood journey across paid social and programmatic media channels. For the EasyJug campaign, What to Expect data was activated specifically across Meta: Facebook and Instagram.
Deirda Martinez-Caso | Founder
EasyJug
“Running ad campaigns can be overwhelming and complex, but Sunaina at Valmonte made it effortless. She explained and simplified the process for us, and executed a successful marketing strategy.”
The media strategy
Segmenting Audiences
Before tapping Valmonte Digital, EasyJug ran evergreen ThruPlay campaigns that generated engagement, but did not translate into purchases.
Valmonte Digital set up A/B audience tests with the goal of Conversions to identify which audiences drove the most cost efficient sales. We utilized a manual broad Facebook target, Advantage +, What to Expect third trimester data, and What to Expect new moms of 0-3 month olds data.
We unlocked a new learning from What to Expect’s data: EasyJug saw 21% more cost efficiency when targeting moms with 0-3 month olds versus targeting expecting moms. With this knowledge, we were able to refine the brand’s messaging to reach mothers who have already given birth and are fully immersed in the early stages of motherhood.
Testing Creatives
For each audience set, we tested 4-5 creatives. The creatives consisted of UGC testimonial videos, a stitched video with music, a stitched video with educational voiceover, FB’s Advantage + collection, and FB Carousel ads.
We were able to identify the best performing creatives and shifted more budget to the highest performing creatives.
The results
With a limited Meta budget, we had to test and iterate audience segments and creatives to drive efficient return on ad spend.
With a combination of audience, data, and creative strategy, we optimized Facebook ads to boost EasyJug’s sales by 2X month-over-month, leading EasyJug to completely sell out their inventory!