Smoke Away – Supplements

The Problem:

Smoke Away is a health-focused supplement brand that specializes in helping people quit smoking completely through the supplement program they offer.

Smoke Away came to Voy Media to scale their brand through advertising on Facebook as they hit a plateau with the previous agency they worked with with the ability to scale through the channel.

Voy Media Strategy:

Smoke Away is the perfect example of how a partner that has 100% trust in our process can successfully scale to multiple 6 figures in spend within a reasonable timeframe, we thank the Smoke Away team for cooperating with us 100% and are looking forward to scaling throughout the entire year and beyond.

When we first examined the account one huge problem we saw was the Conversion Rate from Initiate Checkout to Purchase, at the time it was converting at around 5%. We knew that getting this stage to convert from 5% to 10%+ would be a huge lever we could pull to increase the Return On Ad Spend and have more room to scale the account vertically (By Increasing Budget). The main issue we saw was that by the time people got to the Checkout Stage they knew what the brand and the program were about, but didn’t know what each individual product within the kit contained and needed further education on each product. To optimize this checkout flow we added a PDP (Product Detail Page) which educated the customer on the products that the kit consisted of. We saw an increase in Conversion Rate from Initiate Checkout to Purchase by 7%, which was huge for the brand.

With the past data we found on the account we did a creative AIDA analysis breakdown. This is where we break down a video and look at each section and iterate on the video according to the data we find. We sound that a UGC testimonial video that was doing well only had a 25/5 attention rate, this means that of all the people that saw the video on their feed 25% of them watched the first 3s of the video. After dissecting the video into different parts we found the ideal opportunity to increase the attention rate by taking the first 3 seconds and switching it and testing other clips that could potentially increase the attention rate. Here we managed to increase the attention rate to 45%+ which is amazing, as we saw a huge ROAS increase on the creatives too. 

A part of our process that we see some of the greatest leverage in is split testing landing pages. If we can take the conversion rate from 1% to 2% for the same volume of traffic, that’s essentially doubling a brand’s revenue. For Smoke Away we have split tested a range of different landing pages and have found that Story Based advertorials and Sales Letters work the best for the brand, this is very common within the supplement space as people need much more convincing when it is a consumable product that they are purchasing. Here, through the landing pages we created, we managed to see an increase in the overall Conversion Rate by 56% which is huge as it allows us to scale more efficiently and maintain the partner’s target while doing so. 

When it comes to scaling, one easy way to ensure that you are bidding within the target CPA boundaries is to use Cost Cap Bidding. This is where you manually set the desired CPA that you’re looking for Facebook to optimize for. For Smoke Away having a mix of both Lowest Cost bidding and Cost Cap bidding is essential as having a conservative cap on the CPA you are trying to achieve will force Facebook to optimize for the desired result.

Other elements we find on both Smoke Away and most supplement brands we work with is that User Generated Content and User Generated Testimonials work wonders when it comes to building trust with the audience. We see this to be the case as its authentic to the person watching the video and it is also usually much more relatable to the consumer.

The Results:

We spent over $400k in the span of 4 months working with Smoke Away and generated over $750k in revenue compared to the previous 4 months which were more than 50% lower overall. This is a great accomplishment for the brand.