Zealios
Zealios provides endurance athletes with performance body and hair care products, including sunscreen, chamois cream, swim shampoo, conditioner, and body wash.
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About
Designed and tested by the world's top athletes, Zealios products give athletes peace of mind on training day, race day, and during recovery and prevention. Having steadily grown its direct-to-consumer business through Facebook, Zealios, like many companies, was left scrambling after the Apple iOS 14 update in 2021, which led to a subsequent drop in Facebook ads performance. All of this occurred as its peak season was coming to a close, but the yearly goals still needed to be reached. That's where we came in.
Our Strategy
- Updated server-side tracking post-iOS 14 to increase the efficiency of the ad platform.
- Leveraged structured testing to identify the audience and creative variables to reinvest in.
- Segmented audiences to increase ad relevance and conversion rate.
- Launched lookalike audiences based on customers with the highest customer lifetime value.
- Increased conversion rate by focusing on top-selling products.
- Utilized cross-platform audience research to define the testing priority of any given audience segment.
System that works
A conversion rate increase is achievable by tailoring the brand’s ads around its best-selling products based on historical data. In addition to implementing this strategy, we also increased the average order value by focusing on the buyer personas with the highest customer lifetime value.
