Case Study · Kayco
The one marketer on Kayco's three juice brands was writing their captions herself. We took over all three, and their ads drew engagement for about five cents each.
Wonder Lemon, Wonder Melon and Beetology on Facebook and Instagram, from spring 2022: content, our own photo shoot, community management and Meta ads.
01 · Before us
What went wrong last time
Before we started, Kayco's marketing lead walked us through the last agency. She'd had three account managers in a short time and had to re-explain the brands to each one. The work looked nothing like the samples she'd been shown, and nobody changed anything once it was live.
She was also the only person in marketing on all three brands, and she was writing the captions herself.
What she wanted from us was short: take the three accounts and own them, so she could stop managing every post. And make the photos look like real life, not Photoshop.
02 · Three brands, kept apart
Separate accounts, separate editors
We ran Wonder Lemon, Wonder Melon and Beetology as three separate brands. Each kept its own Facebook and Instagram accounts, and each had its own video editor on our team. Our plan gave every brand at least twelve posts a month on each platform, plus stories, short videos and community management.
Wonder Lemon
Wonder Melon
Beetology
Wonder Lemon needed the most new photography, so our Studios team built the spring 2022 shoot around it, a bright, colorful lifestyle set, and got Wonder Melon and Beetology in front of the camera too.
03 · The ads
Added and replaced as we went
Each brand ran Meta campaigns sending shoppers to Amazon. In late June we added campaigns to Wonder Melon's and Beetology's own sites, and in July we replaced the engagement campaigns we'd started with in May.
04 · The first three months
About five cents an engagement
| Brand | Paid engagements | Cost per engagement |
|---|---|---|
| Wonder Lemon | 50,583 | $0.055 |
| Wonder Melon | 58,028 | $0.048 |
| Beetology | 51,994 | $0.049 |
| All three, May 2 to Aug 3, 2022 | 160,605 |
The site campaigns were cheaper to drive traffic with. Wonder Melon's, live from June 27, brought clicks in at $0.20 each, against $0.97 on the brand's Amazon traffic campaign across our first three months. Inside it, the audience modelled on the brand's own engagers got clicks for $0.13.
Beetology's biggest single post in those three months was a boosted one for the Fourth of July: 26,945 engagements, about half of everything the brand's ads drew in that time.
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