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Situation
Pott Candles are a small family-sized business based out of London that specialises in eco-friendly reusable clay pot candles. Ailis and her team joined us in early Q4 2023 to scale up her Q4 efforts. They had been doing well utilising spurts of ad spend throughout the year but wanted to really home in their efforts and achieve true scale on a more consistent basis throughout the year.
The Task
The job at hand was to maximse our top-line revenue while continuously focussing on new customer acquisition. Like a lot of brands, Pott are a super seasonal product which relies heavily on Q4 success to dictate the success of their year.
Actions
- Initial Setup: Time was off the essence so a full creative deepdive along with funnel analysis was imperative. We focussed on core SKU’s and double downed on previous winning concepts while testing fresh batches.
- Creative Strategy: After identifying customer personas and understanding where the leaks in creative were, we were able to piece together creative briefs for their team and home in on data-focussed creative output that increased overall efficiency.
- Early Results: October saw a steady scale in spend while an overall increase in top line revenue of 35%.
- Scaling into November: With the foundations set, we were in a position to aggressively scale spend into condensed areas of the account that we knew were working. This lead to a 110% increase in revenue, along with a 122% increase in new customer purchases.
- Seasonal NPD: Introducing new products can sometimes be quite daunting if executed poorly, but with our forecasting and market trend analysis, we were able to make a real success of the Christmas product launch. Alongside this, having the core concepts and funnel strategy in place, this made the Christmas drop a whole lot easier and more successful.
Results
In the time Pott has been with us we’ve seen MoM growth:
- Blended ROAS over 3x
- 39% increase NCROAS
- Spend increased 133%.
- Maintained 52% Net Margin while scaling spend.
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