Introduction

In this case study, we delve into our partnership with Asan Cup, a revolutionary brand committed to transforming the menstrual cup industry with its innovative, sustainable products. Asan Cup sought to expand its market presence and user base in the UK and India, leveraging digital media to drive awareness, consideration, and conversions. Working as their growth marketing studio, Growth Spin employed a strategic mix of Meta and Google Ads, alongside creative, funnel-specific advertising ideas, to achieve these goals. This case study will outline our approach, methodologies, and the impactful results we delivered.

Background

Asan Cup is on a mission to offer a sustainable, comfortable, and cost-effective menstrual solution through its uniquely designed menstrual cups. Despite the product's potential, Asan Cup faced the challenge of breaking into the saturated market of menstrual products while educating consumers on the benefits of switching to a sustainable alternative. Recognizing the need to effectively reach and persuade a diverse audience, Asan Cup partnered with Growth Spin to harness the power of digital advertising and creative marketing strategies to achieve widespread user acquisition across the UK and India.

Solution

Our comprehensive strategy was built on a deep understanding of the customer journey, tailoring our messaging and tactics at each stage of the funnel to guide potential customers from awareness to conversion.

Awareness Stage: We launched 'Did You Know' sustainability ads, highlighting the environmental benefits of Asan Cup over traditional menstrual products. This approach aimed to educate the target audience on the importance of sustainability in menstrual care, creating an initial interest and connection with the brand.

Consideration Stage: In this phase, we utilized comparison ads to directly contrast Asan Cup with conventional menstrual solutions. These ads focused on the product's unique features, such as its innovative design, ease of use, and long-term cost savings, positioning Asan Cup as the superior choice for menstrual care.

Conversion Stage: Social proof played a crucial role at this stage. We crafted ads that featured testimonials, user reviews, and endorsements from trusted influencers. This strategy leveraged the power of recommendation to build trust and encourage potential customers to make the switch to Asan Cup.

Throughout this process, we continuously tested various value propositions to identify what resonated most with our target audiences in both regions, ensuring our messaging was both compelling and effective.

Process

Our approach was methodical and data-driven, encompassing the following steps:

1. Customer Journey Mapping: We began by mapping out the customer journey, identifying key touchpoints where targeted interventions could significantly impact decision-making.

2. Creative Ideation: Collaborating closely with Asan Cup, we brainstorm a suite of creative ideas tailored to each stage of the funnel, ensuring the messaging was aligned with the audience's mindset and needs at that point.

3. Ad Implementation and Testing: Leveraging Meta and Google Ads platforms, we launched our campaigns across the UK and India. We employed A/B testing to refine our value propositions, ensuring optimal engagement and response rates.

4. Performance Monitoring and Optimization: Continuous monitoring allowed us to track the performance of our strategies in real-time, making data-driven adjustments to ad placements, creative elements, and targeting criteria to maximize ROI.

Outcomes

Our strategic efforts yielded remarkable results for Asan Cup:

1. Enhanced Brand Awareness: The ads significantly increased awareness about the environmental impact of menstrual products, positioning Asan Cup as a thought leader in sustainable menstrual care.

2. Increased Consideration: Our comparison ads effectively highlighted Asan Cup's advantages, leading to a marked increase in consideration among the target audience, as evidenced by higher engagement rates and website traffic.

3. Higher Conversion Rates: The use of social proof in the conversion stage boosted consumer trust, resulting in increased conversion rates and customer acquisitions in both the UK and India.

Conclusion

The partnership between Asan Cup and Growth Spin exemplifies the power of a well-crafted, funnel-specific digital marketing strategy. By understanding the customer journey and deploying targeted, creative ads at each stage, we not only achieved our objectives of user acquisition and brand expansion but also set a new standard for marketing in the menstrual care industry. Our work with Asan Cup demonstrates our commitment to delivering innovative solutions that drive growth and create meaningful connections between brands and their audiences.