Form Nutrition – Paid Social & PPC

Our work began with an in-depth audit of Form’s Paid-Social account structure, during this process we quickly identified a number of opportunities lay in running a simplified account structure and leveraging Meta’s machine learning capabilities.

As our main KPI’s were focussed on new customer acquisition, it was important to direct the majority of testing and activation budgets in this area.

With the improved structure, we implemented our testing protocol for both audience and creative in-platform with a focus on nCAC (New customer acquisition cost), the team then built out custom reporting dashboards to track the impact of our efforts on this data point over daily, weekly, monthly and quarterly time frames for visibility and accountability. Our data team then began to run analysis on which metrics were consistently present in high performing tests, this allowed us to be efficient with budgets and also maximise opportunities.

The most significant breakthroughs with the account came through our “Creator Science” methodology.

Our system identified a common thread amongst the brand’s most successful creative assets, we then relayed that information on to our internal design team and Form’s production agency.
The focus was clear, there was a requirement to test a variety of phrasing and hook’s around a core value proposition.

Our creative team then built videos tailored to three distinct themes, testing four different angles within each theme.

We then took a methodological approach to testing each hypotheses, analysing the ensuing data and reporting back to all creative teams to ensure a successful knowledge transfer.

This approach enabled us to find core messages to improve platform performance and thereby allowing us to continually scale the account month on month.