Grill Masters Club

The Challenge

‍

Grill Masters Club is a subscription-based service tailored for barbecue and grilling enthusiasts. The company curates premium grilling and barbecue products, including sauces, rubs, wood chips, recipes, and tools, delivering them monthly to subscribers.

‍

Grill Masters Club first partnered with us to elevate their paid social media campaigns, aiming to increase revenue, drive store sessions, and boost ROAS while optimising ad spend efficiency.

‍

They faced significant challenges with their previous marketing agency, including creative fatigue caused by repetitive designs and messaging that failed to achieve growth or improve performance. Additionally, their lack of prior testing on the account meant they were left with a limited understanding of audience preferences across different regions. 

‍

To address these challenges, we implemented data-driven strategies which were crucial to achieve a more personalised and impactful campaign. This approach led to Grill Masters Club achieving a record-breaking performance in 2024!

‍

‍Our Solution: 

Discovery & Analysis:
We began by thoroughly reviewing Grill Masters Club’s historical performance to identify key issues, such as creative fatigue, suboptimal ROAS, and a lack of audience insights. This deep-dive analysis helped pinpoint areas of improvement and informed the direction of our strategy moving forward.

‍

Audience Segmentation:
Understanding the importance of precise targeting, we completed geo-targeting and interest-based segmentation, focusing on BBQ enthusiasts and foodies. By honing in on these niche audiences, we were able to tailor ads to specific regions and demographics. Creating more personalised, relevant campaigns that resonated with Grill Masters Club’s ideal customers.

‍

Creative A/B Testing:
We optimised ad creatives by refining visuals, copy and tested dynamic video hooks for both static and video ads. Analysing performance metrics such as click-through rate (CTR) and retention to identify the most effective combinations of creative elements. This iterative testing ensured that only the best-performing creatives were scaled, increasing engagement and overall conversions.

‍

Performance Optimisation:
Our optimisation efforts were focused on improving key performance indicators (KPIs) through enhanced targeting, more engaging creatives, and refined ad placements. By ensuring that ads reached the right people at the right time, we were able to maximise ROI and drive meaningful growth.

‍

Seasonal Campaigns:Leveraging insights from our audience analysis, we tailored campaigns to key seasonal events, including Black Friday, Christmas, and the Super Bowl. For each event, we aligned creatives with relevant seasonal themes. Continuously improving them using seasonal data insights, this data-driven approach drove record growth, boosting revenue and ROAS while improving efficiency during high-traffic periods.

‍

Results

Through Vagabond’s data-driven strategy, the 2024 campaign resulted in a 112% increase in revenue compared to 2023 and a 108% increase over the 2022 Black Friday period. Despite a reduction in ad spend, store sessions grew by 25%, while ROAS improved by 33%, demonstrating our success in driving more efficient ad spend. CPC decreased, and conversion rates increased due to optimised targeting and creatives.

‍

Engagement metrics also saw a significant boost, with higher CTR and improved video retention driven by compelling visuals and the use of eye-catching hooks. Furthermore, by integrating insights, seasonal campaigns for Black Friday, Christmas, and the Super Bowl exceeded expectations, with Grill Masters Club achieving a record-breaking performance in 2024. This success established a sustainable blueprint for continued success in the competitive BBQ subscription market.

‍

Finally, Grill Masters Club’s brand perception as a premium BBQ provider was notably strengthened among its target audience.