Case Study: H2O Ninja Mask

By 17 November 2017

H20 Ninja Mask

H2O Ninja Mask is a new company established in August 2015 that specializes in selling full face snorkel mask with their own patent pending design.

They approached us to help them rebuild and redesign their website, as well as manage their online marketing budget to help build brand awareness and drive online sales.

GOALS AND OBJECTIVES

THE FOLLOWING GOALS AND OBJECTIVES WERE TO:

  1. Redesign and redevelop the website to be more visually modern, reflect the industry the company was in (outdoor water product) and improve conversion rates.
  2. Increase online sales and brand awareness of their product.
  3. Capitalize on Black Friday and Christmas shopping season.

STRATGEY

Before starting online marketing, we first focused on building a strong converting e-commerce enabled website that conveyed the excitement and uniqueness of the product and company through utilizing imagery and video, as well as highlighting the surrounding beauty of Hawaii.

This ensured we maximized the Return-On-Investment (ROI) of our online marketing efforts.

ONLINE MARKETING EXECUTION

We first ensured that all our marketing efforts are tracked and measured, by utilizing AdWords Conversion Pixel, Facebook Pixel, and Google Analytics, through Google Tag Manager. We also tagged and targeted non-converting visitors who took key actions (e.g. add to cart, checkout, visit product page) using Facebook remarketing, in order to convert past interested visitors. On Facebook, we created campaigns and creatives based on the shopping campaign (e.g. Black Friday, Christmas) and targeted audiences based on what we identified in our research. We improved budget efficiency through ad scheduling and conducted A/B split testing on Facebook creatives (e.g. different ad formats, different messages/headlines), in order to improve click-through rates (CTR) and conversion rates (CR).

 

THE WEBSITE

We built the website on WordPress, using WooCommerce as the e-commerce engine. On the homepage, we decided to incorporate a background loop video to showcase the experience of using the product in the water. However, we disabled this video on mobile devices due to potential bandwidth issues (using mobile data). The website was built mobile responsive, ready to adapt to any screen size.

 

On Google AdWords, we decided to utilize Product Listings Ads (PLA) together with text ads to improve our presence on Google Search, targeting brand and non-branded keywords. We also launched banner ads to drive brand awareness and conversions through Google’s Display Network (GDN)

OVERALL RESULTS

 

After 5 weeks of implementing our marketing strategy:

ROAS = +207%
*ROAS = Return On Ad Spend

+3,125% Increase In Conversion Rates

+10% Increase in Time Spent On Site

1.8M Impressions

5K Clicks

1.8M People Reached

400K Video Views

9.3K Post Likes

1.8K Post Comments

3.4K Post Shares

31K Clicks

BOXING CAMPAIGN

 

December 26th- January 1st

TARGET MARKET: AU, NZ, CA

ROAS: +104%

1.1k Comments

1.1M People Reached

3.5K Post Likes

1.4K Post Shares

16% Conversion Through Remarketing

BLACK FRIDAY CAMPAIGN

 

November 25th-29th

ROAS: +432%

130k People Reached

937 Post Likes

271 Post Shares

19 Comments

CHRISTMAS CAMPAIGN

 

December 6th-25th

TARGET MARKET: US

ROAS: +209%

636K People Reached

4.7K Post Likes

1.7K Post Shares

630 Comments

37% Conversion Through Remarketing

WEB DESIGN

We completely re-created the H2O Ninja Mask website to appear be more modern, fun, visually enhanced and intuitive, to help improve engagement and drive online sales

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