Oralieve, a leading brand in dry mouth relief products, faced a significant challenge when its website traffic declined due to increased sales on Amazon. To address this, Oralieve implemented a multi-channel marketing strategy leveraging YouTube and Demand Gen campaigns. The results were impressive, with a 33% year-over-year (YoY) customer growth and a remarkable 263% return on ad spend (ROAS).
Challenge
Oralieve's move to an Amazon strategy led to a decline in website traffic, impacting direct customer relationships and brand control. This required a strategic approach to regain customer engagement and drive sales through its own channels.
Approach
- Implemented a Top Of Funnel (TOF) and Mid-Funnel strategy using YouTube and Demand Gen campaigns.
- Launched YouTube for TOF engagement and Demand Gen for both TOF and consideration stages.
- Conducted split tests between User-Generated Content (UGC) and TV creatives for top products.
- Targeted cold audiences using affinity targeting, excluding first-party data, and included lookalike past purchasers.
Results
- Exceeded revenue targets with total revenue growing by 100% QoQ and 52% YoY.
- Achieved a 263% ROAS, surpassing the platform target of 200-250%.
- UGC videos for Dry Mouth Spray outperformed TV creatives in engagement, with 425 users viewing items via UGC compared to 142 for TV creatives.
- TV creatives captured more attention on YouTube, with 27% of users viewing 100% of the video compared to 19% for Dry Mouth Spray.
Conclusion
The integrated approach successfully addressed Oralieve's challenges, significantly boosting new customer acquisition and revenue. UGC creatives proved more engaging, while TV creatives effectively drove website traffic. This case study underlines the importance of a multi-channel marketing strategy in achieving business growth.
Google-Specific Limitations
- YouTube campaign impressions were limited due to pharmaceutical product restrictions, prompting a switch to Demand Gen by November.
- Initial September ROAS was impacted by the launch of TV advertising and TOF strategy, leading to high website traffic beneficial for future remarketing efforts.
