Kettle & Fire

Overview

Kettle & Fire is selling bone broth & other keto foods that help keto dieters stick with the diet by giving them easy to make, high quality bone broths and soups.

We had plenty of good campaigns, but this one was different. 

When promoting subscription businesses, you can scale as much as you want as long as you are above 2x ROAS.

But this time ROAS was way above our expectations, our new funnel was performing amazing, new ads were performing amazing.
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5.3x ROAS

Sounds unreal, but it's actually true. We spent $171k and generated $925k revenue in 3 weeks.

New Angle

Adapting our offer to fit market conditions allowed us to generate $400k in just 3 days, with $60k ad spend.

• Scaled from $3k/day to $25k/day while maintaining 7.8x ROAS in just 3 days.
• Yep, I wrote it right. 7.8x ROAS,
• Decreased CPC by 65% by identifying a big pain point in the market that allowed us to double CTR and drastically decrease CTR

You may wonder, what affected ROAS to go from 2x to 7x?

Three things.

Conversion rate, average order value and CTR.

We had to make a calculated decision.

Do we want 50% higher AOV or 50% higher CR?

Do we want 50% cheaper CPC or 50% higher CR?

We decided to sacrifice the decrease in CR, while focusing on radically increasing AOV (with the new funnel that was implemented) and also reducing cost per click by creating better ads.

And this just goes to show you, how much these ads overperformed everything else.

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Overall Results

These are my results while working for K&F for +6 months

• $1M in ad spend
• Managed and scaled campaigns from $50k/mo ad spend to $200k/mo ad spend, generating $2.4M return on ad spend.
• We acquired 26,950 customers in 6 months, through FB & IG. Using advanced scaling techniques that allowed us to maintain CPA while scaling up.
• ROAS increased by 61% due to great creative optimization, and mainly due to great strategy pivot in March that allowed us to capitalize on an entirely new angle.
• We sold +300,000 cartons of soups. Yep, we were selling soups, online. Yep, we were pretty damn good at it.

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Advice for scaling DTC brands

When you have a chance to radically affect any metric, CPC, CTR, CR, AOV,ATC%.
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There is always upsides and downsides to it.  

Increase CTR, CPC will decrease . But CR and AOV also decrease.

Now it depends on you, the marketer, to calculate the congruency and decide if you can sacrifice CR going from 2% to 1.5% for the sake of decreasing CPCs by 50%.

If you have a great offer, you can strategically test metrics that can massively affect your revenue.

If you own a keto brand or wellness brand...

You should definitely reach out to me as I can help you scale your keto brand to the next level.

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