PANGAIA

Rapid and sustainable growth using paid social

PANGAIA is a direct-to-consumer material science company with a sustainable mission to save our environment with innovative tech and bio-engineered materials.

The PANGAIA team approached Vervaunt with ambitions of rapid but sustainable growth. At the time, there was no internal resource in the PANGAIA team and so they needed an agency to help support their paid social strategy and build a structure around their goals.

We have supported PANGAIA achieve phenomenal growth in the last twelve months, and hit key targets:

  • 5x increase in revenue

  • 4.5x increase in transactions

  • 500x increase in revenue from social

  • 400x increase in transactions from social

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Before we worked with the brand, they were already experiencing the benefits of being a ‘hype brand’ - they were able to drop a product launch and sell out with minimal to no advertising. They wanted to capitalise on this organic growth by implementing paid social campaigns to accelerate their growth.

We built smart, tailored social campaigns across Facebook and Instagram, with secondary strategies across TikTok. The initial aims and objectives of the campaign were to:

  • Maintain hype and brand engagement between product launches

  • Acquire new customers to maintain a high level of sustainable growth

  • Retain existing customers to reduce the reliance on new customers where possible

  • Increase brand following on emerging social channels, such as TikTok and Instagram

As we managed the campaign and the brand saw incredible growth in revenues, we were able to scale the social campaign budgets massively.

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The results that PANGAIA have seen have been phenomenal. We were able to hit the brand’s targets of new customer acquisition by increasing sales and revenues. 

Whilst we knew that a rapid transformation of the PANGAIA accounts would increase CPA and reduce ROI as we scale significantly, we had set a target of maintaining an ROI above 3.5, and we've matched this with a 3.92 return on investment. 

Our brand awareness and engagement metrics have also seen significantly high growth, with a 12,161% increase in impressions and 17,078% increase in clicks - fully cementing the brand as a hype brand with incredible reach and engagement.

  • 5x increase in revenue

  • 4.5x increase in transactions

  • 500x increase in revenue from social

  • 400x increase in transactions from social

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Vervaunt have been an excellent partner to us over the last 18 months, helping us scale paid social, search and being completely involved with our creative and customer journey process. Josh and Freddie have led the team with incredible results in 2021. They have worked really closely with our internal team and have helped us roll out various testing strategies, activate new audiences and scale performance marketing globally.

The agility that Vervaunt has shown has allowed us to move and adapt our strategy market by market with continuous customer growth.

I would highly recommend Vervaunt for anyone looking for a hands-on, pro-active performance marketing partner.

Jade Harvey Performance Marketing Manager - PANGAIA
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Our campaigns were built to support the business objectives of maintaining hype, acquiring new customers and retaining existing customers.

All of our campaigns were global, but segmented by predefined regions such as the US, UK, EU, Middle East, APAC etc.

  • Prospecting - targeting new customers across US, UK, EU, ME, AP and RU as separated regions.

  • Retargeting - including retargeting to first party data lists through Klaviyo and Ometria, remarketing to those who have engaged with ads but never purchased, and those who have engaged with PANGAIA’s Instagram profile.

  • Lookalike - targeting those similar to our existing customers using initially CRM customer segmentations. Customer segmentations such as VIP and top spending customers were used to produce the best and most relevant audiences.

  • High Spend Traffic - maintaining high spend traffic campaigns that drive top of the funnel traffic to a dedicated landing page such as a new collection. These campaigns were optimised to product views to ensure a good standard of traffic coming from Facebook.

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Vervaunt have been an excellent partner to us over the last 12 months, helping us scale paid social in particular. Scott and the team have worked really closely with our internal team and have helped us roll out various testing strategies, activate new audiences and scale performance marketing globally.

Vervaunt have also helped us with Shopify Plus, adding a layer of governance around things like vendor selection, accessibility, analytics and UX.

I would highly recommend Vervaunt for anyone looking for a hands-on, pro-active performance marketing partner.

Taylor Dean Digital Director - Pangaia
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TikTok Growth

We have also invested time and focus into growing the brand’s TikTok following. With a comparatively low ad spend on TikTok content and advertising, we have grown their followers to 213k, with an average cost-per-follow of $0.08.

Launching New Products

Each new launch comes with the launch of new creative and copy, segmented by customer type. The copy differs between new and returning customers for each launch and the creative is dependent on where the users are in the funnel, for example pushing UGC to people who have yet to purchase but have engaged heavily with PANGAIA.

Out of Stock

As a growing brand, PANGAIA have rarely had issues with maintaining and sustaining their growth. However, there have been issues with helping push stock, and there have been many occasions where social campaigns have been affected by low or no stock where popularity of products has been unexpectedly high.

When this has been a problem, we have been able to shift our strategy to run lead generation campaigns for users to register their interest for when products are back in stock. This first party data can then be used in the future for new launches.