Rochway
Surpassing 15 years in business, Sydney-based probiotics business Rochway came to Megaphone in early 2021 with two core roadblocks: they were struggling to identify product-market fit and couldn’t stand out from the competition in what was a saturated space.
73
%
Decrease in Cost Per Acquisition
205
%
Increase in sales
102
%
Increase in website purchases
285
%
Increase in ROAS
Introduction
Meet the Business
After partnering with Megaphone, Rochway launched a new all-in-one “Beauty Sleep†product. In Rochway’s eyes, the product was fantastic but, being a brand-new concept to hit the market, a successful launch presented as a challenge; in Megaphone’s eyes, it was an incredible opportunity to test angles, shift focus, trim the fat and ultimately scale the brand.
Results That Matter
Strong Creative and Sound Messaging
”When we launched our new product, it was a challenge. We didn't know where it sat within the market or why people would buy this over others. But with Megaphone — when strong creative, sound messaging, and continuous offer testing was implemented — we saw results skyrocket and they've been improving ever since.
Method
Capitalising on the opportunity at hand and the clear point of difference, Megaphone targeted the Marketing Vortex (large-scale intelligent testing) at the fresh and exciting Beauty Sleep product.
01
Before the strategy could be implemented, important data needed to be sourced. Why? To break assumptions and understand what really resonated with Rochway’s customers while further exploring their wants and pain points.
02
To achieve this greater understanding, a thorough Ads Manager audit was conducted. The data, highlighting a low conversion rate, pointed toward what was truly lacking: trust and relatability.
03
As part of the Vortex process, Megaphone’s strategists led with hard facts such as “67% of women struggle to sleepâ€. This approach proved to be relatable and became a springboard for what followed.
04
Now that the fact-led approach was grabbing attention, more reviews were sourced and “As Seen In†campaigns were launched, building up trust and hype — two crucial marketing elements that were previously lacking.
05
The next step was to understand the customers’ struggles on a deeper level — a post-purchase survey was sent out, the data from which was harnessed to craft meaningful ad copy and beautiful scroll-stopping creatives that resonated with prospective customers.
With trust, hype, and testing now in full swing, all capitalising on the fact-led findings, sales started to boom.
Results
The numbers don't lie
Increase in Exposure
Thanks to the Megaphone Vortex methodology, Rochway saw a 109.4% increase in website conversion rate, a 45% increase in web traffic, 205% increase in sales and 207% increase in revenue — all in a matter of months.
Increased Conversions
With much of the attention on the Beauty Sleep product, its independent conversion rate jumped a whopping 355%.
Word of Mouth
The newfound Rochway-customer connection has allowed word to spread like wildfire, with sales and backend metrics continuing to improve month on month.
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