FigBrew

Brand Strategy Advisory Support
Organic & Paid Social Media
Content Development
Art Direction/Brand Photoshoot

The Challenge

FigBrew, a fairly new specialty product, engaged us to assist across their brand strategy and general marketing activities. Looking to attract new customers, the company needed strategic and tactical help to better position the brand, raise awareness, increase engagement, and move customers toward a purchasing decision.

The Solution

Marketing Strategy

Our team initially provided a high-level audit of FigBrew’s brand and marketing, serving as strategic consultants on a range of issues—from website usability to the online shopper experience to PR.

Brand Photography Art Direction

We led a brand photography session, which included detailing a shot list, identifying a photographer, and providing set direction to capture brand images for website, advertising, and social media.

Content Strategy

Each month our team delivered a 30-day content calendar focused on educating new customers about the benefits of FigBrew and switching to caffeine-free coffee.

Social Media Content Development

We created graphics and videos, wrote messaging for multiple target audiences, and incorporated relevant hashtags to boost performance.

Paid Ad Strategy and Management

We implemented organic and paid social campaigns across multiple platforms aimed at die-hard coffee lovers looking for a coffee alternative. We also managed the advertising budget for Meta, Amazon, and Google ads that spoke directly to FigBrew’s unique value props.

Impact

As a result of our organic social media strategy over a period of 10 months, FigBrew grew brand awareness as measured by following, reach, and engagement:

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Increased Facebook Followers

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Increased Facebook Link Clicks

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Increased Instagram Followers

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Increased Instagram Post Reach

%

Increased Instagram Reels Reach

%

Increased Instagram Comments

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Increased Reels Comments

The complementing paid social media strategy also achieved high click-through rates on our web traffic ads–higher than Facebook’s average CTR across all industries. The campaign spent an average of $0.25 Cost Per Click, lower than Facebook’s average of $1-$1.7, and an average Cost Per Landing Page View at $0.29 (vs. the average $3-$5). The ads drove over 8,432 users to the website (8,302 of which were new). In addition to generating brand awareness and website traffic, we also saw a reported 30 direct purchases from the social media ads (a total of $450).

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