Coated Australia

Pulp helped Australian chocolate business, Coated leverage brand story content to achieve $80k+ in revenue from one ad alone.

Results at a glance:

$80k+

Revenue in 12 months

48.63%

Average hook rate

$11.91

Average cost per acquisition

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The challenge

When Coated came to Pulp for help, they were experiencing a number of issues when where preventing them from reaching their target customer which inevitably led to an impact in their sales. The 3 main challenges were...

A Heavy reliance on seasonal content

A focus purely on image and product based ads

Lack of brand and awareness style content

Our Solution

To combat the 3 above challenges, we curated a bespoke strategy that included the follow elements:

Storytelling through a very visual medium using dynamic shots of manufacturing process and warehousing
Scripting videos that stick to a framework and testing different visual, verbal & written hook concepts
Using organic TikTok as a testing ground, rather than spending it on a paid creative testing campaign

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Results

$80k+ in revenue within 12 months (and still growing!): This campaign focused on a long-term brand-building approach, proving that consistent storytelling can yield substantial revenue over time.
$11.91 CPA: We managed to keep acquisition costs low by refining the audience through consistent testing and creative iterations using TikTok as a testing ground and moving this creative over to Meta ads.‍
48.63% Hook Rate: Almost half of the viewers were captivated by the first 3 seconds of our ads, signalling a strong hook that resonated with the audience and encouraged them to watch further.