Case Study: BakedBags Blazes Through Adversity with Meta Ads Mastery

October 3, 2023
4:16 am

Client:

BakedBags, a rising edible brand

Objective:

Navigate strict advertising regulations and account restrictions to maintain brand presence and drive sales.

Platform:

Meta Ads (Facebook, Instagram)

Challenges:

Complex advertising landscape: The ever-evolving regulations regarding edibles presented significant hurdles in ad approval and account stability.
Standing out in a crowded market: Competition from established brands and the need to showcase BakedBags’ unique offerings within permitted messaging boundaries.
Achieving positive return on ad spend (ROAS): Demonstrating campaign effectiveness while operating under tighter restrictions and potential reach limitations.

Strategies:

Compliance-First Approach:
- Rigorous creative review: Implemented meticulous internal checks to ensure all ad materials strictly adhered to Meta’s advertising policies and industry regulations.
- Developed a compliant safe page in order to help the ad approval process
Creative Storytelling Within Bounds:
- Shifting focus to lifestyle and emotion: Highlighted the positive experiences and social connections associated with enjoying BakedBags, avoiding direct product claims.
- Leveraging user-generated content (UGC): Showcased authentic testimonials and real customer experiences, building trust and social proof without explicit product mentions.
- Data-driven insights: Utilized anonymized purchase data to understand customer demographics and interests, informing targeted campaigns that resonated with the right audience
Performance Optimization and Data Analysis:

- Micromanagement and A/B testing: Continuously monitored campaign performance, meticulously testing different ad variations, targeting options, and messaging within compliant boundaries.
- Attribution modelling: Employed granular attribution models to accurately track the impact of each campaign element and optimize spend allocation for maximum impact.
- Focus on conversion value: Prioritized high-value conversions like website visits and purchase initiations, ensuring ROAS remained well above target despite potential reach limitations.

Results:

Account stability maintained: Successfully navigated complex regulations and restrictions, preventing account suspensions and ensuring consistent brand presence.
Impressive ROAS of 3.56: Achieved exceptional return on ad spend, demonstrating campaign effectiveness even with limitations.
Brand awareness and engagement growth: Increased brand awareness and positive sentiment despite regulatory obstacles, fostering customer loyalty and community building.
Increased the Total Store revenue by 67% and AOV by 18% in the 3rd Quarter 2023 compared to 2nd Quarter 2023

Conclusion:

This case study showcases how BakedBags, through meticulous compliance, creative adaptation, and data-driven optimization, thrived in a challenging advertising landscape. By prioritizing storytelling, performance monitoring, and value-driven conversions, BakedBags achieved impressive results, defying limitations and paving the way for sustained success in the edible market.