Harmon Brothers – The Original Viral Video Agency
CASE STUDY
“This is the culmination of a seven year dream of getting to work [with Harmon Brothers] and there was never any question that it would be with [them].”
Earthley Wellness tasked our team with creating and executing a campaign to positively impact their reputation, sales, and help increase reach. The primary KPI was ROAS, however, we also looked at Click through rate, thumbstop ratio, as well as the cost per engagement to make sure customers were actively engaging with the content and that it was helping Earthley’s reputation.
THE STRATEGY
HB inspired and helped the client develop their current content strategy through two years of consulting, during which Earthley saw continual growth and eventually signed a creative contract with HB. The strategy we developed after that involved testing 30 unique messages and using the results to create 6 unique videos focusing on various Earthley products.
Each video varied in creative approach and we tested various cut downs and alternate hooks. The campaign aimed to capitalize on their current audience, as well as expand their reach. We aimed to make content that resonated particularly with women 25-45 with kids at home. In so doing, we ultimately targeted an audience more likely to make a purchase or become repeat customers and weeded out those who have little to no interest in the products.
CLICK ABOVE TO WATCH ONE OF THE VIDEOS
THE EXECUTION
Video Content Creation:
The team produced 43 unique pieces of video content from the 6 core videos to be utilized across several placements & platforms. These videos were created to drive sales and reach. We came up with creative concepts, to create videos that proved both engaging and compelling. This also included capturing beautiful product shots that corresponded well with their website and provided effective thumbnails that helped drive conversion.
Targeted Distribution and Optimization:
The team strategically planned the video creation process with the current target audience in mind as well as expanding reach. The scripts were also written with the intention of providing multiple hooks and cutdowns for testing.
Therefore, after the ads were finished, the HB team provided Earthley with as many cut downs, hooks, and variations as possible to give the creative the best chance of success and ultimately drive the best results for Earthley. Our adbuyer checked in with the earthley team, sharing our best practices and ensuring that their team had a plan of action for effectively launching and optimizing the content.
THE RESULTS
HB videos’ average ROAS was 50% higher than the existing content.
Thumbstop ration for HB content was 9x higher than the client’s existing content.
HB was able to retain 3% of viewers until the end of the video while the client was unable to retain any viewers until the end.
HB was able to retain 9% of viewers until the quarter point of the video while the client was only able to retain 1% of viewers until the quarter point of the video
HB videos did all this while maintaining average CTR of .43%, but with only a fraction of client’s adspend dedicated towards them. Meaning, HB videos accomplished far more, with far less spend.
HB’s highest performing video had a ROAS of 20: Additionally, 2 videos achieved a ROAS of over 13, 2 had a ROAS of over 12, and 3 had a ROAS of over 9. The majority of all the videos had a ROAS over 6, which suggests they resonated really well with the target audience and were highly successful for the client.
The average Cost Per Purchase of HB’s content is only $8.53, whereas, Earthley’s internal content is $9.41.
HB content had a cost per engagement of $.06, while the other content running cost $.037 per engagement.
SOUND LIKE SOMETHING YOU’D LIKE FOR YOUR BUSINESS?
Give us a call at (801) 704-7732 or click here to explore the possibilities of working together to grow your business.
