Ritual

Ritual

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+.

RESULTS

122%

Revenue YoY

195%

Revenue YoY in 2017

47%

Revenue in 2019

 

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Brand Tango

Thank you for visiting Brand Tango. After 14 years in business, we are proud to announce the next chapter in our story. As of 2020, we are a part of the Lamark family, a leader in new media performance marketing. Together, we have the vision to build the world’s first holistic digital agency focused on Building Brand Performance.

Our client partnerships can now benefit from a combination of Brand Tango’s powerful storytelling and strategic approach to brand design and Lamark’s highly effective digital marketing performance capabilities. The growth adds an additional office in Austin, Texas and brings our combined team just under 100. Additionally, the merger will expand our capabilities and give the Brand Tango team new opportunities, a greater reach, and more resources to realize our project ambitions.

Our studio started with a desire to innovate and craft across all channels with strategy and passion as our guiding lights. We are the makers, the architects, the builders with an approach that has always been bold, independent, and differentiated.

So, with a new set of shared skills and a steadfast vision, we look forward to exploring this next level of ambition both personally and professionally. We wish to thank our clients, partners, and friends who have believed in and supported us over the years. Thank you. While the name may be evolving, our passion for the work remains the same.

Build brands, delight people and dare to be different.

James Kluetz
James Kluetz