Case Study:Regular Girl

Campaign Goals:

  • Build brand awareness and sales
  • Feed traffic into the sales funnel
  • Build consumer and key influencer databases
We were asked to help launch a new natural digestive product called Regular Girl. This probiotic/ prebiotic fiber is specifically marketed to women using the tagline, “For the Woman Whose Life is Anything but Regular”. Checkerboard and Media Relations teamed to create and execute an effective integrated marketing campaign. Our results are quantified below.

Content Stream

We wrote and posted a balance of informative, trending content and media coverage with wrappers to populate Regular Girl’s blog. This content was also sourced for some of Regular Girl’s social media posts.

We created this poop chart to show audiences what healthy bowels looked like. This reach and teach tactic is designed to increase awareness about healthy bowels, ultimately leading to Regular Girl sales.

Blog Articles in 2016

Long-Tail Keywords

We developed a filterable blog based on keywords.

Public Relations

We harnessed media across the United States, arranging for trusted key opinion leaders to deliver Regular Girl’s messages

Impressions

Placements

Search Engine Optimization

Define and deliver strategies to ensure proactive domination of search engine results.

Average Monthly Website Visits

Keyword Research

Identified trending keywords in the industry, as well as problem/solution keywords. These were wrapped into blog content to increase organic traffic and boost presence in the search engine results page (SERP).

Content Stream

Our content and digital management teams devised a program to provide a consistent content stream to Regular Girl’s expanding network.

Affiliate Program

Assisted in launching an affiliate sales/distribution program. Wrote and uploaded customizable content to a content resource center, providing the affiliate network members with resources to use in their emails, blogs, social media and other promotional efforts.

Customized Content

Leveraging the affiliate network got Regular Girl’s name and content in front of a larger audience, as did an email campaign targeting affiliates and featuring seasonal promotions.

Email Outreach

Created and sent content targeting the affiliate audience, encouraging affiliates to feature Regular Girl in their content and promotions.

Results

Achieved 184 Registered Affiliates.

Facebook Advertising

We worked multiple angles to strategically drive new consumer leads into the Regular Girl affiliates’ sales funnels. Our educational efforts created brand familiarity, and built consumer confidence in the product, increasing their likelihood of purchasing. During a two-month campaign, we ran hundreds of combinations of ad copy, target markets and imagery, constantly prioritizing the budget and audience to the best-performing combinations.

Ad Performance Metrics
  • 394,045 Impressions
  • 2.74% Average Click-Through Rate
  • 10,205 Unique Page views
  • 5,864 Clicks
  • $0.13 Average Cost Per Click
  • 5:42 Average Time on Page
Retargeting

Visitors to the Regular Girl website who didn't make a purchase received messages in their Facebook feeds promoting the product.

Collected more than 50 emails through advertising
Target Market Research
We gathered useful information about the best-responding target audience, measuring the behavior of specified target groups and their response to ad copy as well as landing pages.

Our tactics included: User Target Marketing Categories (Natural and Organic, Health and Wellness Buyers), User Interests (nutrition/healthy eating, constipation, etc.), demographics (age groups, location) and device type.

Email Marketing

We created an email newsletter and promotional eblasts to increase sales and engage growing lists of affiliates and consumers. To effectively resonate with the target audience, we created customized content for the affiliate network.

%

Open Rate

%

Click rate

The Results

The Regular Girl network continues to grow and sales continue to increase. The site, affiliate network and promotional activities continue to expand their network of current and prospective customers through digital and traditional communication channels.

2,460
Subscribers
37
Affiliate Sales
26,553
Web Visits
& Over 18,117 Landing Page Visits

“Media Relations Agency and Checkerboard were the logical choices for this project because they have the right expertise. There were many elements that had to work seamlessly together, from the graphics and digital technology to the content and media outreach. Good communications and follow-through were essential. We worked together as a well-functioning team. This was a fun product launch!”

Scott SmithVice President | Regular Girl

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