Kill Cliff is best known as a DTC CBD energy drink, and boasts an impressive partnership with Joe Rogan. Despite having a huge influencer like Joe Rogan, the energy drink company still struggled digital with their Meta Advertising campaign efforts. They approached the team at Optimize to take a look and see what could be done.
We did a deep, and thorough audit of their Meta ads account and found AB Testing opportunities and inefficiencies that we could immediately capitalize on. We started with first class AB tests like campaign level bid strategy adjustments and ad group targeting tests to see which audience responded best to which energy drink lines. We were able to strategically test creative in each of these AB tests at the campaign and ad group level which effectively enabled us to learn 3x faster due to 3 AB tests running at once. This approach helped us iteratively and systematically improve ROAS inside of Facebook and enabled us to paint a clear picture of our sales sources in Shopify.
Although CBD is not allowed to be advertised on Facebook, we worked around this by meticulously adjusting our creative and landing pages to avoid the usage of the word CBD and instead use the word hemp. We even created a separate website that served as a gateway page so we could bypass Meta's very stringent and unforgiving ad policy.
To summarize our work together, we were able to solve Kill Cliff's advertising woes with iterative AB testing and paint a clear picture of where their highest ROI activities were so they could double down in those spots and bring the most revenue back to the DTC brand. It was great to work with Kill Cliff and continue to provide strategy and advisory services to them to this day.
