Small-batch meal subscription service CookUnity was fairly new to video. QuickFrame devised a multivariate performance marketing testing plan to lower CAC by 30% and drive 22% CTR improvement on Facebook and Instagram.
Striving to create unity through food, CookUnity is a meal subscription service offering personalized small-batch meals. CookUnity’s fully prepared local offerings are “chef-crafted” by culinary icons and innovators and have no GMOs or artificial ingredients.
CookUnity was new to video, having utilized mostly stills in their advertising historically. With the goal of lowering CAC and driving CTR, CookUnity knew that video was the answer, but needed help with strategic planning and production execution.
To lay a foundation for creative testing, QuickFrame surfaced trends from CookUnity’s existing creatives and uncovered insights from an audit of competitor video ads. With client KPIs and target audience in mind, QuickFrame then constructed a multivariate performance testing plan for Facebook and Instagram.
QuickFrame developed a comprehensive production strategy that captured a wide variety of footage in a single shoot, allowing for A/B testing of creative variables throughout the length of the campaign.
CookUnity’s performance testing plan was broad to start, looking first at how different video formats and concepts performed with audiences. After UGC-style testimonials were identified as clear winners, more granular variables were tested, such as specific meals featured, various on-screen talent, value propositions, and shot order.
Over the course of a 6-week campaign, QuickFrame delivered on CookUnity’s KPIs, decreasing CAC, improving CTR, and increasing watch time. Building on learnings from the initial performance test, CookUnity and QuickFrame launched a second campaign, adding YouTube to the testing mix.
Decrease in CAC
Improvement in CTR
Head of Performance Marketing, CookUnity
QuickFrame is the ultimate growth partner for CookUnity. Together, we are able to quickly develop performance creative that we can iterate week-over-week. That collaborative process has helped us decrease our CACs by 30%.