Boosting Growth 297%
The Avo Tree Teams up with 10XL for Seasonal Success.
The Story
Starting at a tomato stand, The Avo Tree's journey has evolved significantly from a humble Kiwi startup to an avocado powerhouse that is being recognised globally.
Using a range of suppliers, the Avo Tree ensures customers have access to fresh, high-quality seasonal Avocados. Alongside fruit, they offer top-notch skincare products crafted from cold-pressed extra virgin avocado oil.
Optimise Avocados
The Avo Tree was already a successful brand, and knew the avocado business. Our task was to make it even better. Subscription Avo Boxes were crucial for making more sales long-term.
Yet, we had to be unique. Lots of places sold avocados. How do we stand out?
We promoted top-notch avo based skincare items alongside avocados grown in New Zealand. It helped attract people to the website and made them stay after starting their subscription.
The Challenge
Online selling is tougher now, especially with beauty products. Getting customers costs more, and tracking ads is harder due to privacy changes.
10XL made a media plan and leveraged data to boost the brand and move avocados better than supermarkets could.
The Avo Tree
Initial Results
By feeding machine learning, our social media ads got way better over time. We raced right past our targets.
In the first few months, we found out we could get many new customers through Facebook and Instagram ads, and that brand presence made an impact even during seasonal swings.
Customers throughout New Zealand fell in love with The Avo Tree’s avocados.
The Avo Tree Aquisition Cost Over Time
The Solution
Drive Media Efficiency, in an post-iOS 14.5 world
Stage 1:
Media Strategy
We targeted the right people using data from different sources.
We reached those interested in subscriptions.
We showed ads again to people who visited our website or social media.
We used Conversions API and UTM clicktags to better track if people buy our stuff.
Selling more products together helped us improve media ROAS.
We combined organic with paid to show the brand to more people based on engagement and data, not guesswork.
We used ads in searches and shopping to connect with customers at different times while they shop.
Stage 2:
Website Optimisation
We made dashboards in Looker Studio to find easy ways to improve how our website looks and works.
Using Microsoft Clarity heatmaps and Google Optimize tests, we made pages better so more people took action on our site.
By improving the website and making sure it's better, we made our ads safer and got more from the new people coming to our site.
We monitored and audited the experience regularly to ensure we were not losing people at key steps.
Stage 3:
Brand & Sustainable Growth
We recycled the most interesting videos and ads from the last two years to keep our messages fresh and interesting.
Our blog had great content showing avocado recipes, alongside beautiful photography. Even though blogs don't make people buy, they help people get to know our brand. Later, we reached these users again at a lower cost.
By balancing recipe brand plays and performance ads, we made The Avo Tree's online ads harder overall.
Sales (over time)
Our focus isn't just on spending less on ads or showing nice numbers. What matters most is the money we put in the bank.
To understand media profits and ROAS, we used Woocommerce subscription reports. This helped us see how sales change over time from subscription customers.
The fruit industry changes with seasons and weather, but we noticed a steady demand trend over the long run and impressive year on year growth.
Subscription Revenue
Massive year on year growth
+297% Sales Revenue
-73% Cost-per-Acquisition
We helped The Avo Tree with campaigns that stretched across all their touchpoints. We optimised, and reduced media CPA to less than $3.
We helped improve online shopping, grew to serve 10% of the domestic avocado supply, built up their brand, and got the cheapest customer costs we have ever seen.
The real secret; Thorley and his team worked hard, making sure they have a fantastic product that Kiwis adore.
Now, The Avo Tree continues to grow to meet demand, teaming up with new orchards, and keeping customers happy. Check them out at theavotree.co.nz
For more digital marketing magic, get in touch with the 10XL team.
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