Be Found Online (BFO) was driving digital marketing to build regional startup, BAI, into a national powerhouse brand.
The Background
When Be Found Online began working with Bai, it was a small, home-office startup beverage brand based in Hamilton, New Jersey, with regional distribution in a few east coast cities, but was mostly sold through Amazon.
The client came to Be Found Online for help in driving the digital marketing side of its business with a goal of turning its regional, local distribution and growing it into national distribution.
During the time Be Found Online worked with them, Bai was named one of “America’s Most Promising Companies” by Forbes.
The Challenge
As a small startup, the client faced several obstacles in creating a strategy for driving conversions online and growing its brand. With its niche product available regionally and only in a limited number of stores, as well as online through Amazon, Bai struggled with brand awareness and finding ways for potential consumers to discover the product.
In addition, because Bai did not do direct shipping and primarily sold through Amazon, the use of Google Shopping PLAs (Product Listing Ads) was off the table, placing limitations on analytics. Therefore, one of the most significant challenges included identifying a target audience, generating awareness for this new brand and measuring engagement over time.
The Solution
Their solution was to work with the client and scale a comprehensive digital media strategy across a variety of platforms. Blurring the lines between brand awareness and direct response advertising, this would bridge the gap across platforms, allowing each platform to symbiotically complement one another.
When Be Found Online worked with the client to drive traffic to the company blog, their website visitors became a part of their “Remarketing List” (Google) as well as their “Website Custom Audiences” on Facebook and Twitter.
From there, Be Found Online was able to use those lists for targeting on promotions and ad flights.
Another service Be Found Online provided Bai was their analytics consulting. In using Custom Dashboards in Google Analytics, along with Google Trends, Be Found Online was able to scale spend and capitalize on new opportunities. This piece improved visibility on how their digital initiatives affected store-level (offline) conversions, as well as build the client’s brand awareness.
- +543% YoY Revenue
- +3,400% Conversions
- +410% Traffic
- +300% More Cases Sold in 1 Week
The Results
- Revenue from paid search alone was up 543% year-over-year
- Conversions on Google (including case sales, store locator interactions, email signups, and online offers) increased by 3,400%
- Traffic to the client’s website from Google was up 410%
- The client saw a 325% increase in Facebook page likes (up to 51,000 likes from 12,000 last year)
- During a one-week Flash Sale on Amazon, Be Found Online helped Bai sell 300% more cases of their product than they did during their best week in 2014
Before turning to BFO for assistance with its digital marketing strategies, the client was only running Google Search. Once they began working with Be Found Online, they added remarketing, Facebook, Pinterest, YouTube, and Twitter to the client’s strategy. They also ran Hulu ads for Bai’s new flavor launch during shows such as Hell’s Kitchen, Iron Chef, and more.
And the rest is history… shortly thereafter, the client was bought by Dr. Pepper and named one of America’s Most Promising Companies by Forbes.
About Be Found Online (BFO)
Be Found Online (BFO) does things differently. Their values lie at the foundation of what they do and why they do it. They believe in client success and they believe that requires a company culture that respects and rewards employee accomplishments. It also means staying at the leading edge of digital marketing by bringing together talented marketers who have a passion for what they do.
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