Mixtape Helps Hylands Naturals Achieve 10x ROAS Improvement
Zach Horwitz
Growth Marketer
The Challenge
Brand Background
Hyland's is a brand specializing in natural health products, including vitamins, supplements, and homeopathic remedies for various needs such as immune support, sleep, stress, and pain relief. They offer products for all age groups, from infants to adults, and even have a line for pets. Hyland's emphasizes the use of natural ingredients, maintaining high-quality standards, and promoting overall wellness.
The Problem
Consumer brands with high retention and/or high subscription rates often don't achieve contribution margin profitability on the first order of a new customer acquisition (NCA). By improving ROAS performance for new customer acquisition, it unlocks their ability to scale more aggressively.
Hyland's Naturals consistently works with content creators to generate UGC (user generated content) video content for a wide range of products. While they have breadth of well-scripted UGC content, they lack depth of content for a particular product.
The Solution
Instead of going deep with Mixtape First Cut narratives for a single product, we generated a single compelling narrative across a set of 5 products.
Additionally, by analyzing their content against our 3-Act Brand Storytelling Framework and pattern-matching across data-proven narratives, we were able to advise Hyland's on content creation opportunities and scripting strategies to generate compelling Mixtape materials, and by default primary UGC content, for the future.
Once launched, Mixtape immediately outperformed existing creatives and delivered an astounding 10x ROAS improvement.
Upload Assets
Hyland's uploaded 15 original UGC video pieces across 8 products.
UGC
Videos
15
provided by client
Using our narrative templates, Mixtape generated a new narrative for 5 different products. Each narrative was designed across 2 time durations, 24s and 15s spots.
New
Narratives
5
Mixtape Templates
Narrative
Length
2
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
40
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.
For each of the 5 products, we were able to discover a compelling persona and story angle best fit for the product. Below are 3 of the Mixtape First Cuts.
Authority
Product: Bioplasma Cell Salt
Leveraging an authority figure to bring to attention the importance of cell salts for overall health as a brand awareness to content marketing strategy.
Persona Mom
Product: Calm Forte
Combining the Mom Persona with a highly relatable lack-of-sleep problem and the need for moms to maximize their rest opportunities.
Problem-Solution
Product: Zen Sleep
A simple Problem-Solution narrative is powerful when targeting in-market consumers by focusing on solution differentiation.
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 the 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 Mom Persona Mixtape First Cut from above. The objective of the variants was to test hooks of varying degrees of need.
Hook 1
Angle: Absolute Need
"As a sleep deprived, busy mama supporting my sleep is a priority."
Hook 2
Angle: Pain Point
"I've had the absolute hardest time sleeping."
Hook 3
Angle: Infrequent Problem
"I'm normally a good sleeper, but sometimes I need some sleep support"
Hook 4
Angle: Non-Urgent
"I need to share with you my sleep support."
Need better hook testing framework to scale your brand?
Performance
Mixtape has proven to be highly effective in driving user engagement and conversions for Hyland's. It has outperformed other creative units by lifting ROAS 10x initially and landing on an astounding 3x ROAS lift at scale.
Our data-driven approach to storytelling effectively reduced costs and increased engagement at various stages of the customer journey, resulting in signficant performance improvements.
This case study showcases the impact of Mixtape's video ads in a growth-focused campaign, making it an essential tool for brands aiming to enhance their marketing efforts and achieve superior results.