We were challenged to work with a high demand product in very uncertain times. That meant the stakes were high, the market was very competitive and nobody knew what to expect since the world was in crysis.
On the positive side, we had an excellent product. The masks were reusable, offering better protection with the added pockets for filters, and a solid and sleek design.
The real challenge was working in a very fast pace with a very time-sensitive product, while trying to predict the changes in the global events.
With time against us, we invested heavily in direct sales, since there was no time for building brand awareness. We did quick iterative testing of different sales channels, which provided us with enough data to conclude that we should focus on senior citizens and Facebook as the marketing channel.
Together with the client we worked day and night to produce as much content as possible, creating different visuals and copy for different ad sets and campaigns in the shortest time possible.
We used studio shootings, video testimonials, product shots, product videos and carousel ads to run campaigns and at one point we had over 150 ads running at the same time.
We were highly focused on optimizing sales funnels and delivering better marketing return (ROAS), while working on raising the sales numbers each day consistently.