DaVinci Laboratories
Elevating Brand Awareness Amidst Competitive Supplement Market
DaVinci Labs came to Matter with the challenge of increasing general brand awareness, especially to those who are currently using similar supplements but are unfamiliar with the company. Additionally, they needed to effectively convert interest into sales across both direct-to-consumer (DTC) and various eCommerce platforms, ensuring that their marketing strategies are effective and cohesive.
Since the supplement industry is saturated and always expanding, DaVinci faces a growing challenge to communicate their reasons to believe (RTBs) ensuring that their messaging and commitment to quality-made products remains consistent and impactful across all channels.
8.4M
Impressions (social)
1.3M
Video Views
581
pieces of social content
A strategic blend of reels, influencers, and campaign growth.
The social strategy began with a diverse content approach, aiming to boost brand visibility and engagement. The plan included creating a combination of static and Reel/TikTok videos with a goal of reaching 1,000 organic followers by years end. The organic social team has also initiated an influencer program to grow awareness and promote featured products. Paid social efforts focus on differentiated campaign goals such as driving sales, testing audiences on Meta/TikTok, and prioritizing reels for better conversion and lower CPA, surpassing historical engagement benchmarks. The search team employed a test-and-learn strategy, optimizing performance through new audiences, keywords, and campaigns.
The winning formula for social & paid media engagement
DaVinci's organic social channel has been successful in generating awareness and recognition, with over 8.4 million impressions on social media and 1.3 million video views as of 2024. ROAS has consistently outperformed the previous year each month, with an average of $3.22 ($4.00 industry benchmark), and higher averages in the first half of the year due to lower spend. The launch of Performance Max in July 2023 resulted in over 750 sales by year's end, marking a 32% increase. Despite a more than 56% year-over-year reduction in paid media spend, revenue has remained stable, up 0.5% from 2022. Additionally, 581 pieces of social content were created. Ongoing optimizations are continuing to enhance performance and drive results.
$3.22
Average ROAs
32%
Increase in sales over 6 months (SEM)
4.98%
Conversion rate (Paid Search)