We built lookalike audiences from purchasers, page engagers, and website visitors and used detailed audiences from Ritual’s customer persona. With our media buying strategy, we consistently tested new creative and relied heavily on branded content from press coverage from publishers like Well+Good, Hello Giggles, and BuzzFeed, among others. Although reputable third-party press builds trust, we needed to make sure that we were aiming it at the right customers—those who cared about health and wellness over quick fixes and vanity.
Our messaging and benefit-forward creative overcame the barriers.
To differentiate Ritual from its competitors, we led by ingredients instead of promising results within a period of time. Focusing on the long-term benefits, we worked closely with the Ritual creative team to tell the brand story and show potential customers that Ritual was science-based and scientist-backed. Long-form educational videos on the product’s superior quality led consumers to a mix of landing pages—from the homepage to product pages to owned-content blogs. During retargeting, the messaging became more specific, detailing the science behind the innovative capsule. We alleviated concerns and de-risked the consumer’s decision to subscribe by highlighting Ritual’s free shipping, easy snooze and cancellation, and money-back guarantee.
Additionally, we built a quiz that made it easy for customers to identify which of the two vitamins would be the best fit. The intent behind this quiz was to make Ritual feel more personal to the customer and help them understand why Ritual is good for them.
When Ritual engaged SocialWithin, they were an early seed-stage startup with 6 employees. Their investment on paid social was yielding decent results, but they wanted to scale new customer acquisition quickly with a respectable cost per acquisition (CAC). Additionally, a year into the partnership, they wanted to successfully launch and scale a new product—the prenatal vitamin. Within the first year of our partnership, Ritual’s revenue had increased by 195%. After the launch of the prenatal vitamin, it sold out within a few months, and they have since become a Series B business with a team of 60+.