The Brand

Modern Mammals offers a hair-washing product specifically designed for men, aiming to reduce the damage caused by traditional shampoos. Their products focus on light, daily rinsing that moisturizes and cleans without stripping natural oils, resulting in healthier hair and scalp.

The Opportunity

Modern Mammals recently partnered with acclaimed comedian Pete Holmes and sought to maximize the value of this partnership by scaling their paid media efforts with Flighted. They had a product that people loved but needed a more deliberate approach to their performance marketing program.

The Strategy

Taking Modern Mammals’ acquisition strategy to the next level required focus in four key areas: optimizing the Meta ad account structure, unlocking new growth through landing page testing, diverse creative, and pushing spend towards incrementality.

Ad Account Structure Optimization

Initially, Modern Mammals tested all their creative in Advantage+ Campaigns, with a large number of fragmented ad sets using ad set budget optimization. Over a six-week period, the Flighted team made several changes to avoid pushing too much budget into the learning phase at once:

1. Restructuring the ad account to a more stable “test” and “scale” structure, testing all creative in a Creative Test campaign and scaling only the best performers to Advantage+ Campaigns

2. Switching creative testing and audience testing campaigns to campaign budget optimization, allowing Meta more flexibility to adjust budgets to the most efficient creative concepts and audiences

3. Relaunching the catalog campaign, removing the lowest Average Order Value (AOV) sample pack item and adding a Cost Cap for more efficiency, making it one of the top-performing campaigns in the account

4. Whitelisting the top-performing historic video ads directly from creator handles in a dedicated whitelisting campaign

5. Testing a dedicated landing page for a higher AOV product, allowing for segmented messaging

Landing Page Testing

Initially, Modern Mammals ran ads to three different landing pages at different price points, causing instability within their Meta ads delivery. Analyzing revenue per session by landing page revealed that their homepage was the most efficient for running ads. They first moved all new ad launches to this landing page to standardize performance. From there, they tested a new Flighted-designed landing page directing to their highest revenue per session-yielding product, the "Bottle and Bar Bundle." This landing page focused on explaining why their shampoo alternative was better than traditional shampoo and was packed with social proof.