Two New York-based inventors teamed up during the Covid-19 pandemic to develop a fully enclosed face shield, the Vinta RS-1. Like many startup DTC brands, they funneled most of their marketing dollars into paid social, but they couldn’t achieve the scale they were looking for. They contracted SocialScience to grow sales (initially around $70K per month). Within 90 days of working with us, RS-1 was generating over half a million dollars per month, allowing for more investment into the brand and new product development.
The RS-1 was a completely new-to-world product: the very first fully enclosed compact transparent face mask. Like many new product launches, the team had limited data available prior to launch and no baselines to project sales potential. The team also had limited expertise running social media campaigns at scale, and little to no brand assets to leverage for creative. These challenges were major roadblocks that hamstrung the RS-1 team’s ability to grow their business and achieve bottom line results.
SocialScience developed a robust go-to-market strategy. First, we mapped product use against all targetable audiences. From this we developed a media plan that established a list of scalable audience segmentations and new opportunities to test. Media weight was maximized against intent based audience solutions, while propensity-based audiences were tested for viability.
Creative tests were established in tandem with the media plan. SocialScience built a robust testing architecture to uncover key learnings quickly. These insights were then leveraged to maximize creative performance as the campaign ran – Hypothesis, Test, Revise, Repeat. Tests included everything from creative concepts to messaging, product placement to styling, ad format to asset type. Within 1 month, we had established a robust list of best practices that were utilized in all creative production going forward.
The RS-1 team measured their results using a combination of Shopify sales data, Facebook Ads manager data, and a Facebook brand lift study. After their initial 3-month campaign SocialScience drove:
