Mixtape Delivers 250% ROAS Lift for hanni
Colleen Kelly
Growth Marketer
The Challenge
Brand Background
hanni is a body care brand that offers a range of products designed to simplify skincare routines. Their focus is on creating effective and convenient products such as exfoliating scarves, in-shower moisturizers, and shaving accessories. Hanni emphasizes ease of use and sustainability, aiming to make daily body care accessible and enjoyable. The brand promotes a philosophy of "lazy bodycare for real people," encouraging users to achieve healthy, glowing skin with minimal effort.
The Problem
hanni consistently works with content creators to generate UGC (user generated content) video content for their products. They have a solid creator vetting and creative brief process. These resulted in videos with authentic deliveries and great script reads.
Even with a well-devised content creation engine, hanni's UGC videos were just delivering breakeven ROAS on Meta. Often, the downside of a well-scripted creative brief is a homogenous product narrative across multiple creators. This is where Mixtape can help diversify the product narrative by remixing the script.
The Solution
In reviewing their UGC content library, we discovered really good lines and reads across our 3-Act Brand Storytelling Framework. Using our data-proven narrative templates, we generated 7 new compelling narratives. We leveraged both storytelling frameworks and scene sequencing techniques grounded in consumer purchase psychology.
Within just 2 weeks, Mixtape delivered 250% ROAS improvement.
Upload Assets
hanni's hydration duo is a bundle that combines water balm and splash salve.
hanni uploaded 14 original UGC video pieces produced by fourteen content creators. Nine of the videos focused on their water balm product. The other five focused on their splash salve product. They did not have one video that contained both products.
UGC
Videos
14
provided by client
Using our narrative templates, Mixtape generated 7 new narratives combining the 2 products, each with a different angle. Each narrative was designed across 4 time durations, with 40s spots telling a full story and 15s spots focusing on the sizzle.
New
Narratives
7
Mixtape Templates
Narrative
Length
4
40s, 30s, 24s, 15s
Potential
Hooks
4
Up to 4 per narrative
Mixtape offers consumer brands a highly cost-effective way to quickly increase content creation by magnitudes without increasing cost and production resources.
Mixtape First Cut
112
total possible video content pieces
Mixtape First Cut
The reason Mixtape is so effective in delivering ROAS boosts is because we use data-proven storytelling frameworks to generate compelling, new narratives hidden in your content library.
Mom Persona
We created a persona-focused "mom" narrative by grouping similar statements to create a highly relatable storyline.
PAS
Problem-Agitate-Solution (PAS) is a powerful storytelling framework. We unlocked a more compelling PAS narrative by combining the best reads from all the creators.
The Promise : Compilation
We use scene sequencing to focus on a specific part of a storytelling framework. By emphasizing The Promise of a product, we can create a Chorus Effect using multiple creators.
Ready to uplevel your brand's narrative?
Mixtape Final Cut
Creatives are the new targeting on ad platforms such as Meta and Tiktok. Hook Targeting is a critical element in testing and scaling ad spend. Mixtape Final Cut is designed by data-driven marketers and tailored specifically for data-driven growth teams to strategically test Hook Targeting and scale aggressively.
Mixtape Final Cut combines hanni's selected Mixtape First Cut with 4 hooks and delivered in two aspect ratios, 6:19 and 4:5. This results in 8 video creative units. In Final Cut post production, you have access to an internal performance video design team where we craft end cards with a call-to-action, clean up all narrative fragments, add background music, design captions, add sound effects, and design hooks based on consumer purchase psychology. We deliver the assets based on a standardized naming convention to optimize data insights.
Below are the 4 hooks for PAS Mixtape First Cut from above.
Hook 1
Angle: Time
"In a hurry but craving amazing skin? Lazy skincare routine to the rescue."
Hook 2
Angle: Behavior
"Lazy skincare enthusiasts unite! It’s all about minimal effort, maximum results. "
Hook 3
Angle: Problem
"Let’s turn dry into dewy. Your skin deserves some love."
Hook 4
Angle: Desire
"Turn your skincare routine from drab to fab."
Need better hook testing framework to scale your brand?
Performance
hanni uses Motion App to track creative performance and gather insights. Mixtape delivered an immediate 2.5x increase in ROAS performance.
