The typical practice on Facebook and Instagram for DTC brands is to run paid traffic either to a homepage, PDPs or classic direct-response landing pages. These post-click destinations, though, typically fail in a few major ways:
- Ad creative aside, is your homepage or PDP really the most conversion-optimized, yet educational location you can be sending your users?
- What if a user needs more context? If you send them to your homepage, PDP or collection page, you risk them having to navigate across your site and drop off.
- What if a user doesn’t trust your ad? After all, it’s easy to say “we’re the best,” but it’s not easy to have a third-party source claiming so too.
These gaps are exactly what a third-party, editorial landing page solves.
Not only are these editorials performance-focused but they’re also the best way to build context and a relationship with your prospective customers. You’re able to introduce your brand, products and problems you are solving through emotional story-telling that helps you connect with customers.
Then, when you layer a third-party, reputable and trusted voice on top of the content and run the media through that voice, you build significantly more trust and engagement with your prospective customers.
Case Study: a DTC Supplement Brand Cutting CPAs by 20%+
An 8-figure DTC supplement brand, who has been whitelisting for years now but never to authentic, third-party content, recently teamed up with Grapevine to test a third-party campaign.
To date, Grapevine’s content, creators and platform has allowed them to scale budgets significantly against the campaign while driving down CPAs by over 20%.
The biggest metric improvement appears in their CVR which ultimately drives down CPA. The ads, since they’re coming from reputable publishers and creators, are naturally higher quality assets which allow them to get a higher ad quality score from Meta.
When Meta recognizes the quality of their ads going up and they are met with an increase in their expected action rate, the brand is able to win auctions at significantly lower costs and scale their new customer acquisition more profitably.
Through Grapevine’s third-party content, users who consume the content and navigate to the brand’s PDP convert at a rate of 30%, which is significantly elevated compared to their brand’s internal 4-5% CVR from cold traffic.
The major lift in conversion rate has allowed the brand to spend well beyond 6-figures per month on Grapevine’s content and achieve 20-30% lower prospecting CPAs.
Pre-Grapevine, the brand had been focused on driving cold prospecting traffic to direct-response landing pages and PDPs. Not only was performance lacking when using these types of destinations on Facebook/Instagram, but they uncovered that they weren’t acquiring the most profitable customers for their business.
Grapevine Creates Third-Party Editorial LPs For You At Scale
Grapevine works with top DTC brands like Care/of, MIRROR, Athena Club, Prose, Keeps and more, offering access to a reputable third-party reviews domain and an entire pool of creators for whitelisting.
Grapevine is able to match you with creators, campaign ideas and project coordination all through their tech-enabled, efficient process. You’re able to onboard and get a third-party whitelisting campaign up and running within days when you use Grapevine’s platform.
Grapevine’s platform is best suited for top growth marketers at $50M+ DTC brands and freelance growth marketers who work across multiple DTC brands.
Additionally, Grapevine allows their partner brands’ growth teams to manage the entire paid media campaign unlike most opportunities in the marketplace today. There’s no media spend minimum to work with Grapevine and their packages start at just $600/month.
If you’re interested in learning more, click here, fill out this short form and we’ll be in touch!
