We scaled Chilly's Bottles in a way true to David (not Goliath), proving that being a David is a mindset effective regardless of the level of budget.
The product is brilliant. A reusable water bottle that keeps your water cold for 24 hours, hot for 12 hours.The timing was perfect. Cultural attitudes were shifting, quickly. There was an appetite for reusable products.The challenge? Competition is fierce. There are 5-6 reusable bottle companies fighting tit for tat for market share, and it’s a battle to the death. Game On.
Our objective was to scale hard, but scale efficiently. Make sure every pound was being spent wisely. We were determined to get more from less. To prove that being a David is a mindset that can be applied regardless of the size of the budget. Scaling like a David looks different. It’s not about raising the budgets, reaching more people, and hoping for the best. Our approach was simple yet calculated:
1. Many brands will choose between brand building and direct response. Although we had a significant budget, we needed to prove the ROI on every penny we spent. We also knew that brand building would improve our overall effectiveness, and so our strategy combined the two, to great effect.
2. We dropped our ego, and decided that Facebook’s algorithm could do a far better job than we ever could with targeting. We went all in on broad targeting, giving Facebook as much data as we could so that it could find the people who were most likely to take action.
3. We focused our efforts on creative execution. Rather than creating big, expensive, brand videos, we focused on a series of social-first short snappy videos that stopped people in their tracks. We tested hard - with 4,358 different variations of adverts over the year period. We tapped into current cultural trends - such as Rose Gold, Avocado and Flamingo. It's safe to say the fans went nuts (just check the comments).
4. We hit our target audience from multiple angles in the feed - a micro influencer campaign on top of our paid spend. We worked with 15 micro influencers over a period of six months to increase our reach and influence. We also undertook product collaborations with Pret a Manger, Zanna van Dijk, and Emma Bridgewater.
5. We utilised the power of social proof, concentrating on a few key bottle designs as eye grabbers before taking people down the funnel. We let our customers do our selling for us, with our community flooding the comments of each post with positive testimonials.
We managed to flip the rule of sacrificing efficiency for scale on it’s head. We had our cake and ate it too - combining an increase in spend with an increase in efficiency. We did that by scaling like a David, taking our Return on Ad Spend from 2.31x to 2.56x. During our time working together (March 2017-December 2018), we’ve achieved:
Return on Advertising Spend.
new fans and followers.
The creative was focussed first and foremost on being thumb stopping and putting the bottle first, creating individual looks for each branded design. The assets created include animation, videography and photography and span all platforms.
Head of eCommerce, Facebook
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Our work spans a variety of brands, sectors and challenges. While we can’t show it all, here's a selection that shows David thinking on social.