In early 2016, August Home was just about to launch their 2nd generation smart lock and 1st generation doorbell camera. They were ready to put serious media spend behind those product launches, but they lacked the understanding about their current paid media cost per acquisition.
We needed to hone in on which digital marketing strategies and tactics would improve those baseline metrics to hit their aggressive growth targets.
Flywheel Demand Generation worked directly with finance and senior-level leadership to establish appropriate cost-per-acquisition targets and a strategy to dial media dollars up or down depending on relative performance within cost-per-acquisition “guardrails”. The ad hoc team met once per week to check in on performance versus guardrails and made quick decisions regarding media spend, channel priority, and optimizations.
New media channels and tactics were tested to generate a core, always-on, media plan that laddered in to August’s revenue goals. Channel testing uncovered many channels that serve as the core of August’s current media mix – Amazon Marketing Services, Amazon DSP, Connected TV, YouTube ads, Paid Search, and Paid Social.