Through Vocal for Brands, Ollie was able to scale their paid media budget efficiently, generating over 26 million impressions, reaching over 8 million people, and achieving a 42% decrease in CPA.
Ollie, best known for its natural, human-grade pet food, faced the challenge of scaling up their paid marketing budget, while maintaining CPA, in the post-iOS 14.5 era. With the difficulty of effectively targeting and educating ideal customers at scale, they needed a unique solution to efficiently reach their target audience.
Vocal for Brands partnered with Ollie to create a full-funnel influencer ad strategy that combined the power of authentic storytelling and content marketing at scale. The key to this conversion strategy is leveraging Vocal’s first party audience data to expand Ollie’s reach.
Vocal for Brands first identified a pool of content creators that had a natural affinity for pet care, and were looking for a healthy, human-grade alternative to the dog food they were feeding to their pups. We identified the following creators as the perfect matches to address targeted audiences in our dog lover and lifestyle communities: Tiler Peck, Sam & Monica, Karlene & Teddy, Bryan Lanning, Nisswa the Golden, Sir Hamilton, Lexie Puzon, The Corporate Dog Mom, Mostly The Doodle, Lucy the Doxie, Brandi Jeanne B, Tia & Kaleia, Mr. Murphy, Sherlock & Ryann, Chico. We reached out to the influencers for each audience segment who created Instagram posts, Instagram stories and long-form Vocal content in exchange for gifted Ollie products. The creators produced highly engaging UGC and published their respective editorial experiences on Vocal, which were then optimized for driving readers to Ollie’s website through a series of data-driven CTAs. This ultimately led to high-value conversions given the educational nature of this authentic storytelling experience. VFB then utilized Vocal’s first-party audience data to effectively target Ollie’s ideal customer through paid media, to scale this full-funnel approach. To further optimize these efforts, VFB continues to identify trustworthy influencers with engaged audiences to fuel this initiative, while monitoring metrics such as frequency and first time impression ratios, to combat ad fatigue and audience saturation.
Through the Vocal for Brands partnership, Ollie was able to scale their paid media budget efficiently, generating over 26 million impressions, reaching over 8 million people, and achieving a 42% decrease in CPA. Data-driven CTAs on the Vocal stories were extremely effective, resulting in a 16% CTR to Ollie’s website. Not only did Ollie experience an improved conversion rate and reduced CPA, but influencers also shared 71 Instagram stories, 23 in-feed posts, and 18 Vocal stories, expanding the brand's audience reach and boosting engagement. This provided Ollie with a wealth of user-generated content to repurpose across other marketing channels.
Stories work better than ads
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