G.O.A.T FUEL
After a product launch and PR push, G.O.A.T. Fuel’s sales surge flattened. Lineout audited the brand’s digital strategy and focused on reimagining the paid advertising approach and rebuilding the client’s website with UX optimization. Through these improvements — as well as bringing new digital tracking capabilities— Lineout drove significant increases in sales conversion and revenue without substantially increasing advertising spend.
- +130%Increased sales conversion
- +707% Revenue increase
Client Overview
G.O.A.T. Fuel founder and three-time Super Bowl Champion, Jerry Rice, holds the record for most touchdowns in the National Football League and is widely considered the Greatest of All Time. Rice tapped the natural power of cordyceps mushrooms, which help mountain goats thrive in the Himalayas, for an innovative new sports and energy drink combating physical and mental fatigue.
Services Provided
Google Ads
Facebook Ads
Conversion Rate Optimization
Digital Analytics
The Challenge
The client’s incumbent marketing agency struggled to spur consumer demand, pouring budget into expensive, low-return advertising. Without a plan to grow the business profitably, G.O.A.T. Fuel was in trouble as a brand and as an investment to its backers.
Without a plan to grow the business profitably, G.O.A.T. Fuel was in trouble as a brand and as an investment to its backers.
Strategy & Execution
Lineout began by auditing the client’s baseline digital-media strategy, identifying key gaps. To move quickly, Lineout repurposed existing assets while developing new assets for testing across platforms. A partner agency activated influencer campaigns, relaunched the website, and set up digital analytics for clearer attribution. Next, Lineout launched digital paid media campaigns, shifting the strategy toward awareness-building and retargeting at scale. Concurrently, Lineout rolled out email marketing and additional tracking analytics. Five months after kickoff, Lineout launched the refresh of goatfuel.com.
Tactics
Rebuild client website with UX optimizations for e-commerce conversion rate and user engagement
Overhaul strategy for all paid advertising channels
In tandem with G.O.A.T. Fuel’s creative agency, Lineout crafted brand pillars and original video creative for monthly campaigns distributed on organic social channels, YouTube, website and across digital media platforms
Implement comprehensive digital analytics capabilities to track effectiveness of all advertising placements in order to capture data on repurchase rates and optimize ad spend
The Approach
We began by auditing the client’s baseline digital-media strategy, identifying key gaps. To move quickly, we repurposed existing assets while developing new assets for testing across platforms. Next, our partner agency activated influencer campaigns, relaunched the website, and set up digital analytics for clearer attribution.
Next, we launched digital paid media campaigns, shifting the strategy toward awareness-building and retargeting at scale. Concurrently, we rolled out email marketing and additional tracking analytics.
Five months after kickoff, we launched the refresh of goatfuel.com.
Results
Lineout’s optimizations to goatfuel.com increased sales conversion from 1.20% to 2.77% on average, a meaningful gain. Our strategy succeeded because of its focus on nurturing loyalty. G.O.A.T. Fuel’s customer lifetime value jumped from $41 to $69 on average in four months. The rate of repurchase for new customers climbed from 18% to 45%. For existing customers, the rate increased from 30% to 75%. Five months into the engagement, the client’s revenue had increased by 8x without any substantial increase in advertising spend.
- +130%Increased sales conversion
- +707% Revenue increase
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