RE3 is a global cryotherapy ice-compression pack company, designed to assist recovery from injuries and common surgeries. RE3 had two goals: to grow their brand and increase revenue.
We took this, and like Cathy Freeman at the 2000 Sydney Olympics, we ran.
Our strategy orbited around one particular feature of RE3’s products: they’re highly specialised.
Now you don’t have to be a digital marketing expert to know what that means:
Highly specialised product = highly specific audience.
This became our backbone - we developed an innovative campaign which optimised the functions of Google Ads and Facebook Ads to target their super specific audience - just the kind of audience who need cyrotherapy ice-compression packs in their lives.
To compliment this strong emphasis on targeting, we did lots of creative testing to see what visuals and elements of the brand’s identity were the most effective and compelling to the people we wanted to reach.
This meant we could increase customer engagement, which drove electronic word of mouth, and developed strong brand/customer relationships.
☑︎ Tested multiple audiences, and then narrowed down to target relevant injury-specific concerns.
☑︎ Tested 10 different top-of-funnel ad variations.
☑︎ Fine-tuned ad formats, creatives, products and messaging.
☑︎ Used dynamic text elements to allow the Facebook algorithm to optimise the most effective ad.
☑︎ Included activities supported by paid search to access high-intent searches.