Somewhere around $50M many eCommerce brands go through a similar experience.
I call it "The Shrinking Sponge"
Here is how the story plays out time and time again...
Venture Capital group "Power Johnson Ventures" has just invested some fresh capital in DTC darling "Never Towards".
The first meeting with the executive team lays out one simple, obtuse, ambiguous, unclear goal. Growth.
Absent any clear indication of in what time horizon, at what margin, on which product, from which customer this growth is supposed to happen, the CMO excitedly gathers her leaders up...
1/ What causes long term sustained performance in an ad account?
🧵featuring real examples 👇🏻
If you explore the source of FB ad growth and subsequently revenue growth for eCom brands it is almost never a function of iterative improvements to ad creative or tactics over time.
2/ More often it is a series of moments that unlock an order of magnitude increase in awareness, engagement, traffic and performance.
These moments can be caused by:
A single ad
A big PR moment
A breakthrough campaign
A change in market dynamics
A new product release
Etc.
3/ The problem is they are very hard to predict and create.
I’ll give you an example of a few that happened for us @QALORing that changed our trajectory (and ad account performance) each time...