Mike Tyson Case Study

One Click Analytics

Challenge:

Mike Tyson created the IM-21 drink to deliver raw explosive muscle building power without wasted calories. Their main vertical for new customer acquisition and brand awareness was Facebook and Instagram, whose targeting had become unreliable, making prospecting dicult, not scalable, nor financially viable.

Solution:

Implementation of One Click Analytics (OCA) proprietary Facebook targeting algorithm and technology. The OCA platform provides a solution that can find profitable audience segments, decrease CPC and/or increase CTRs; thus leading to a scalable prospecting solution on the Facebook and Instagram platform.

Results:

During January and February the client had 3 live campaigns composed of Campaign Budget Optimization campaigns focusing on Retargeting Groups, Interest Groups, and Look Alike Groups of substantial spend.

Name & Description	Duration	Spend	CPM	Outbound CTR	Outbound CPC
January CBO Prospecting/Retargeting Blend - All Devices - Conversion Optimization	31 Days	$29,500.00	$19.73	0.90%	CPC $2.20
January CBO Interest Targeting - All Devices - Conversion Optimization	31 Days	$17,000.00	$12.42	1.69%	$0.74
January CBO LookAlikes - All Devices - Conversion Optimization	31 Days	$13,500.00	$12.00	0.66%	$1.83
February Campaigns	28 Days	$24,000.00	$21.09	1.11%	$1.89
ABO OCA Campaigns No Optimizations - All Devices - Conversion Optimization	5 Days	$6,250.00	$29.70	0.93%	$3.20
ABO OCA Campaigns 1 Optimization - All Devices - Conversion Optimization	5 Days	$3,000.00	$31.77	1.11%	$2.86
CBO OCA Campaigns 2 Optimizations - Android Only - Conversion Optimization	7 Days	$5,000.00	$34.41	1.97%	$1.74

Name & Description	Duration	Spend	CPM	Outbound CTR	Outbound CPC
January CBO Prospecting/Retargeting Blend - All Devices - Conversion Optimization	31 Days	$29,500.00	$19.73	0.90%	CPC $2.20
January CBO Interest Targeting - All Devices - Conversion Optimization	31 Days	$17,000.00	$12.42	1.69%	$0.74
January CBO LookAlikes - All Devices - Conversion Optimization	31 Days	$13,500.00	$12.00	0.66%	$1.83
February Campaigns	28 Days	$24,000.00	$21.09	1.11%	$1.89
ABO OCA Campaigns No Optimizations - All Devices - Conversion Optimization	5 Days	$6,250.00	$29.70	0.93%	$3.20
ABO OCA Campaigns 1 Optimization - All Devices - Conversion Optimization	5 Days	$3,000.00	$31.77	1.11%	$2.86
CBO OCA Campaigns 2 Optimizations - Android Only - Conversion Optimization	7 Days	$5,000.00	$34.41	1.97%	$1.74

Within 5 days of testing, OCA identified and created audiences with winning targeting segments. With another 5 days of optimizations, we produced campaigns with qualified audience segments performing at outbound CTR’s similar to prime January performance. Within 3 more days of optimizing, we produced a campaign that outperformed even bottom of funnel targeting during the peak January fitness industry craze. We allowed the campaigns to run for an additional 4 days to have a full 7 days of Campaign Budget Optimization (CBO) OCA Campaigns.

Overall OCA’s proprietary targeting technology and optimization had the following results:

Outbound CTR:

Outbound Cost Per Click - *CPM Differences Denoted As Well:

Key eCommerce Initiate Checkout KPI:

ROAS KPI:

Conclusion:

OCA’s proprietary targeting system was able to significantly decrease the cost per outbound click, increase outbound CTR and increase click quality from cold prospecting. These improvements enabled the client to make cold prospecting a profitable venture, exceeding results from other campaigns with 2 – 3x more spend, some containing warmer retargeting audiences, and 14 more days of optimization opportunities.