In the midst of the pandemic, our digital team saw an opportunity to leverage the heightened demand for face masks as a way to drive new customers and generate online sales independent of PR. Nano Air Mask was featured on TV across US, and without them knowing, their brand awareness worldwide just blew up. With their traditional tactics and limited internal marketing knowledge, they approached Think Orion to complete backend development and associated marketing activities.
Nano Air Mask went from zero sales to 100,00 in a matter of days with no backend and digital program up. The television show they did, grabbed the attention of mainly the older generation, who were happy to pay a bit more for premium masks. Think Orion developed and executed a content-heavy, multi-channel approach to meet aggressive strategic objectives. One of our primary goals was to broaden the audience and acquire new customers in different segments.
We set up the full backends, tracking, email marketing, SMS marketing, and automation. To scale the campaigns of a face mask, which is a bit difficult for most traffic sources, we decided to move on to digital channels and heavily invested in SEO, Facebook marketing, Google marketing, Native ads, as well as building and managing affiliate marketing with third-party affiliates. This grabbed the attention of both younger people between 30 and 50 years and the same older generation.
At one point, it felt like everyone was selling face masks. Still, despite this serious competition, our campaign drove traffic on top of the funnel, achieved a stable sales cycle with 7x Return On Ad Spend and a steady income with new customers, less dependent on PR.