Maximizing Marketing Impact: How GeistM’s Multivariate Testing Led to a Breakthrough CPA
Why Is Brand Awareness Important?
Brand awareness is the extent to which consumers recognize and remember your brand. Think of it like seeing a familiar face in a crowd — you feel more comfortable. Here’s why it matters:
- Trust and Credibility — If consumers already know about your brand, they’re more likely to trust your products and messaging.
- Stands Out In The Market — With so many brands out there, being the one that people actually remember can give you a leg up.
- Boosts Marketing Efforts — Having a well-known brand can make your other marketing efforts more cost-effective and impactful.
Examples Of Brand Awareness Campaigns
Here are a few companies that have nailed it with their brand awareness campaigns:
Spotify’s “Wrapped”
This campaign gives users personalized insights into their music-listening habits, formatted in a bold, graphic style that’s perfect for social media. Every January, it’s almost impossible to scroll through your feed without seeing one of these posts. This interactive campaign prompts users to share their music tastes in a trendy fashion and inadvertently promote Spotify as the go-to music app.
GoPro “Awards”
Every year, GoPro encourages users to record and share impressive footage for a chance to win 1 million dollars and be featured by the brand. This campaign cultivates thousands of scroll-stopping videos that highlight their cameras’ capabilities. By showcasing these captivating experiences, GoPro utilizes the power of their customers to solidify their reputation and promote their product.
Patagonia’s “Don’t Buy This Jacket”
This campaign was a bold initiative that urged consumers to reconsider purchasing new products, highlighting the brand’s commitment to environmental sustainability. Although it may seem counterintuitive, Patagonia’s messaging differentiated them from competitors and reinforced its image as a socially and environmentally conscious company. Ultimately, this campaign generated significant media attention and strengthened Patagonia’s reputation and visibility.
Even though these campaigns involve massive budgets and efforts, building brand awareness can be as simple as writing informational blog posts or leveraging social media. This is also known as top-of-the-funnel content.
What Is Top Of The Funnel Content?
Top-of-the-funnel (TOFU) content is all about attracting new people to your brand. It’s the first step in the marketing funnel, and focuses on getting your brand’s name out there rather than explicitly selling products.
Although most brands are hyper-fixated on conversions, utilizing TOFU content can broaden your audience, build recognition, and establish trust, ultimately leading to more conversions. Some examples of TOFU content include blog posts, how-to guides, fun videos, and memes — basically anything that introduces people to your brand without immediately trying to sell them something. It’s all about getting noticed and starting a conversation around your brand.
How GeistM Used TOFU Campaigns to Boost a Client’s Brand Awareness
GeistM Brand Awareness Case Study
Here at GeistM, we believe there’s always room for optimization and improvement. So when a children’s educational product reached performance peak ($35 CPAs), we proposed a separate TOFU content strategy in order to achieve even lower CPAs.
Here’s What We Did
- Educational Articles: We layered in new TOFU campaigns that focused on educating prospective customers about the brand with easy-to-read, relatable articles.
- Cost-Effective Placements:The TOFU campaigns allowed us to utilize more cost-efficient ad networks (Taboola, Nextdoor, and Pinterest) compared to standard performance campaigns.
- Engagement > Conversion:Rather than focusing on conversions, these campaigns’ core KPI was centered around engagement.
Results
- Better Engagement:Within 3 weeks, consumer engagement time with the articles was higher than 70 seconds — double what the client had seen internally via their own content marketing approaches.
- Lower CPAs:After the 7th week of TOFU campaigns, CPAs from the adjacent performance campaigns had fallen from $35 to <$18 CPAs!
To Recap
Building brand awareness is a successful strategy for gaining trust and credibility, setting you apart in a crowded market, and amplifying the impact of your marketing efforts. Utilizing top-of-the-funnel content, such as educational articles and strategic ad placements, can significantly boost engagement and lower acquisition costs — as demonstrated by our case study. These strategies not only attract new audiences, but also foster lasting connections that ultimately drive more conversions.
If you’re unsure where to start with building your brand awareness, GeistM can help. We specialize in crafting powerful strategies that are tailored to your brand’s unique needs and goals. Our team of experts will work closely with you to develop engaging content that resonates with your target audience. With our data-driven approach and proven track record, GeistM can help you navigate the complexities of brand awareness campaigns, ensuring you stand out in a crowded market. Partner with GeistM to elevate your brand visibility and make a lasting impact!
