KAIZEN
CASE STUDY
KAIZEN, a pasta brand, has revolutionized healthy eating by helping regulate blood sugar and keeping consumers satiated longer. In just seven months, the company skyrocketed its revenue from $10,000 to %170,000, reduced customer acquisition costs by 41%, and achieved a new customer rate of 79%.
1 Introduction
In the competitive world of pasta brands, KAIZEN stands out with its innovative use of desert wheat and a unique formula that boasts four times more fiber than traditional pasta. This combination not only helps regulate blood sugar levels but also prevents the post-lunch energy slump, keeping consumers feeling fuller for longer.
2 The Problem
Although KAIZEN's pasta, made with desert wheat and high in fiber, offered unique health benefits, the brand struggled to create ad creatives that allowed for profitable scaling. They faced difficulties in producing compelling content that effectively engaged their target audience, resulting in suboptimal returns on their advertising investments and impeding their growth potential.
3 Our Solution
We began by auditing KAIZEN's ad account and identified that the existing creatives focused too much on the person talking and showcasing the packaging, rather than the food itself. Given that it's a food product, the visuals needed to tempt viewers and highlight how tasty it looks. Our initial thought process was that people were unaware of a pasta that offers four times more fiber, which helps regulate blood sugar and keeps you fuller for longer.
To address this, we implemented an awareness framework to educate potential customers. We then focused on the problem-aware stage, targeting different demographic groups with tailored messaging. In the product-aware stage, we drew comparisons with regular pasta, emphasizing KAIZEN's superior benefits. Finally, we retargeted these educated and interested individuals with a compelling offer, achieving an impressive conversion rate of 6.7%.
By combining the best working angles with top-notch food footage and shifting the focus to the food itself, we created videos that showcased the pasta in an irresistibly appetizing way. This comprehensive funnel approach proved to be highly effective, driving significant growth and engagement.