Case Study: How We Grew an E-commerce Store’s Revenue from 5,000 EUR to 30,000 EUR Monthly
In this article, we’ll share our personal experience and the marketing strategies we utilized to scale a food store in Poland. Let’s dive in!
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About The Brand
This food store was founded with a clear mission: to offer healthier and more transparent food options for families in Poland.
The founders, passionate about healthy living, aimed to provide high-quality, organic products that stand in contrast to the offerings of major food corporations. They advocate for transparency, premium ingredients, and building a genuine community around healthy eating.
However, conveying these benefits with simple messaging that captures attention was challenging. The unique characteristic of their products is the use of organic ingredients that offer numerous health benefits.
When the Polish food store approached us, their monthly revenue was around 5,000 EUR. Their profit margins were low due to high shipping costs and a lack of an optimized marketing strategy.
In just three months, we managed to scale the monthly revenue to 15,000 EUR, and eventually to 30,000 EUR over a 6-month period. This growth was driven by strategic media buying and high-performing creative content. We conducted deep research to speak directly to their ideal customer and capture their attention with compelling video and image hooks.
This report covers the creative strategy behind this growth and the results it produced.
The Challenges
When the Polish food store came to us, they had a small marketing team that managed to reach about 5,000 EUR in monthly sales.
At that time, their monthly ad spend was around 3,000 EUR with a ROAS of 1.6. By improving the creatives, we managed to reduce ad spend to 2,500 EUR/month and nearly double the ROAS to 2.4. This allowed them to scale their revenue to 15,000 EUR by the third month.
With the increased ROAS, the biggest challenge became retention. Only about 10% of buyers subscribed to monthly deliveries, as the website was not optimized for this feature.
By analyzing similar brands in other countries, we realized we could solidify the subscription model and reduce shipping costs by bundling orders.
The Strategy
Strategy #1: UGC Content
The food store runs a Facebook group where customers share their success stories and discuss healthy eating. This group is filled with testimonials, pictures, and videos that were invaluable for creating content.
Using user-generated content (UGC), we stayed true to our stance against major corporations, showing that this food was made with the customers’ wellbeing in mind. Prospective customers saw how the brand was improving the lives of people like them, and the social proof significantly increased conversions.
Rather than focusing solely on product features, we highlighted moving stories from buyers and addressed their pain points and concerns. This approach created an emotional connection to the brand.
However, just using UGC was not enough. We had to organize this content with conversion principles to scale.
Strategy #2: Conversion Principles
Initially, the creatives lacked many conversion principles, such as a call to action (CTA).
We organized all videos according to our proven formula:
- Hook
- Unique Selling Proposition (USP)
- Social Proof Testimonials (User Generated)
- Objection Blocking
- CTA
This formulaic approach allowed us to rapidly produce many videos and test various angles. We found several winning creatives with these results:
- Spending 2,000 EUR on a video with an average 2.07X ROAS.
- Spending 1,500 EUR on a carousel with an average 3.81X ROAS.
- Spending 1,000 EUR on a reel with an average 3.63X ROAS.
This collection of high-performing creatives simplified our media buying strategy.
Strategy #3: Creative Targeting
With all the iOS14 changes, interest targeting in the ad manager became more challenging. This is why creative production accounted for around 70% of this client’s success.
We tested broad targeting with dynamic ads, letting the creative content serve as the targeting itself. By using clear hooks and angles that spoke directly to their ideal customer, we cut through the noise and scaled the ads.
Examples include using quotes and headlines that quickly summarized the product benefits. Content needed to use local nuances as most customers were people over 30 in suburban areas of Poland, with large families who cared deeply about healthy eating.
The Result
As mentioned, when the Polish food store came to us, they were making around 5,000 EUR a month. Within just three months, we scaled the monthly revenue to 15,000 EUR. Over a 6-month period, we generated a total of 30,000 EUR monthly. This represents a significant increase in revenue.
After the scaling phase, we focused on improving profitability. By analyzing their COGS, financial reports, and marketing, the store saw a doubling of the profit margin during this period.
The site also experienced a spike in organic traffic from the ‘shadow funnel,’ meaning people who did not come directly from ads but googled the brand after seeing ads and hearing recommendations from friends and family.
This increased brand awareness created a strong market presence and will help improve the health and wellbeing of families across Poland.
