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RZ Mask

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CMO Marketing Strategy
Digital Advertising
Content & Creative
Reporting & Analytics

OVERVIEW

RZ Mask is an air filtration solutions company founded by Steve Torbenson in 2010. Seeking to tackle the problems of breathability, disposability and discomfort experienced by common mask users, Steve invented a durable, reusable and comfortable design to cater to his customers’ needs.

Used daily by woodworkers, landscapers, builders, power sports users, allergy and asthma sufferers, people concerned about viruses and germs, and people living in high-smoke or pollution areas, RZ Mask helps people impacted by air quality protect their health and enjoy all of life’s big and little adventures.

After experiencing a steep decline in growth, RZ Masks needed a strategic partner to establish a concrete direction to fill in the gaps preventing the scalability of their digital strategy.

THE CHALLENGE

As RZ Mask struggled to achieve their sales targets and outperform historic KPIs, they sought to refine their market reach to a more narrow array of customer segments and acquire customers at a more affordable cost.

With this in mind, they partnered with Adspace to clarify how to communicate their competitive advantage through potent creative and ad copy tailored to their core customer demographic and aligned with brand guidelines.

Our team implemented an omni-channel paid advertising strategy to maximize brand awareness, boost product visibility, convert high-intent prospective customers, and methodically allocate budget to sustainably grow online store sales.

THE SOLUTION

SERVICES & TECHNOLOGIES
  • CMO Marketing Strategy
  • Audit & Assessment
  • Digital Advertising Campaign
  • Reporting & Analytics

Our partnership began with in-depth audit & assessment of the brand, website, customer journey, ideal customer profile and current strategies to identify key areas of opportunity to expand profitability and divest from ineffective initiatives and wasted ad spend.

Then we launched paid advertising campaigns on Facebook & Instagram to push the brand and products in front of relevant target audience segments, engaging them with high-impact visuals and messaging, and converting them through retargeting & remarketing.

At the same time, we went live with Google & Youtube Ads to gain competitive visibility in non-branded real estate, minimize browse/cart abandonment, and acquire LTV customers at an affordable cost.

STRATEGIES

01 Engage in an in-depth brand audit to understand target customer demographic, unique value proposition, brand voice and guidelines, as well as current marketing funnel, and overall market trends.
02 Design, develop, and implement new customer acquisition strategy on Facebook & Instagram through Prospecting, Retargeting, DPA, and LTV campaign types to achieve significantly higher ROAS and lower CPA.
03 Design, develop, and implement new customer acquisition strategy on Google, Youtube & Amazon through Search, Display, Retargeting, and Shopping campaign types to acquire new customers and maximize conversions.
04 Developed in-depth reporting dashboards and automation to provide the most accurate data points that cover metrics from every campaign on every channel in real time.

RESULTS

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Increase in Facebook ROAS

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Increase in Google ROAS

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Increase in Average Order Value

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Increase in Conversion Rate