Urban Smokehouse: Turn-Key Media Buying That Powered a 275% Return Post-Kickstarter

The Objective

To utilize media buying as a core growth driver post-Kickstarter, ensuring efficient budget allocation to maximize advertising returns and sustain long-term business growth.

The Challenges

• Supply Chain Management: Navigating the complexities of frozen product logistics and inventory management.
• Advertising Restrictions: Overcoming disabled ad accounts and optimizing media spend.
• Marketing Communications: Crafting clear value propositions and core messaging to resonate with target audiences.
• Content Optimization: Identifying video as the primary ad format to enhance engagement and refine content strategies for maximum impact.

The Strategic Initiatives

1. Comprehensive Media Buying Approach:
   • Cross-Platform Advertising: Deployed campaigns on Facebook, Google, and other platforms, adjusting tactics based on real-time performance metrics.
   • Dynamic Content Strategy: Focused on video content, which delivered the highest engagement and conversion rates by emphasizing product quality and convenience.
2. Conversion Optimization:
   • Landing Page Enhancements: Improved landing page design to increase ease of use and boost conversion rates, making the purchasing process smoother for customers.
   • Funnel Optimization: Streamlined the sales funnel, integrating strong calls-to-action and optimizing customer touchpoints to guide users seamlessly from awareness to purchase.
3. Expansion and Diversification:
   • Product and Market Growth: Broadened the product line and entered new market segments to meet growing demand.
   • Amazon and E-commerce Integration: Launched on Amazon to capture a wider audience, while upgrading the main e-commerce site to handle increased traffic and sales.

Financials and ROI

• Ad Spend: Invested approximately $800,000 in digital advertising over the campaign period.
• Revenue Impact: Generated $2.2 million in sales, achieving a return on ad spend (ROAS) of 2.75, highlighting the effectiveness of the media buying strategy.

By transforming post-Kickstarter momentum into a data-driven, cross-platform media strategy, Urban Smokehouse successfully overcame severe frozen-logistics and ad account challenges—unlocking an $800K digital ad spend that drove $2.2M in revenue at a 2.75 ROAS 

Results

• Enhanced Online Presence: Achieved a substantial increase in online sessions and maintained a high conversion rate of approximately 2.23%.
• Market Penetration: Expanded customer base with a significant percentage of returning customers, reflecting successful engagement and retention efforts.

Conclusion

Through a targeted media buying and digital marketing strategy, Urban Smokehouse transformed its Kickstarter momentum into a scalable e-commerce business. By leveraging strategic advertising, operational improvements, and market diversification, Urban Smokehouse has solidified its position as a leader in premium BBQ delivery services.