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Growing Through Product Education
Case Study: ARMRA Growth
Daniel Toft
March 19, 2024
The Challenge: Finding The Right Value Props
ARMRA, a high-growth DTC foundational health brand, came to DTCo seeking to successfully scale online.
ARMRA sells Colostrum, a dairy superfood with a wide range of benefits.
ARMRA needed to educate consumers about Colostrum, but also determine which of the many benefits would most resonate with consumers (immunity, hair growth, etc.)
The Solution: Develop Value Prop Specific Funnel
DTCo worked with ARMRA to develop relevant content for each value proposition at the creative, landing page, and product level.
DTCo launched targeted creative against broad audiences, allowing Facebook’s algorithm to find relevant consumers for each value prop.
As winning value props emerged, DTCo worked with ARMRA to iterate on winning creative concepts and optimize landing pages for maximum conversion.
DTCo tested and validated the most effective value prop funnels.
The Results: Sustainable Revenue Growth
Through testing and creative iteration, DTCo was able to validate 5+ winning concepts on Facebook and scale spend 250% in 6 months.
In 2022, ARMRA is on track to scale spend by 1150% YoY with a 4% reduction in CAC.
Despite scaling, ARMRA was able to maintain a strong conversion rate from testing into winning landing pages, seeing only an 8% reduction in conversion rate YoY.
