Channels Used

Introduction

SoapBox Soaps, a mission-driven personal care brand, had already built a strong presence in physical retail. However, their direct-to-consumer (DTC) e-commerce efforts were falling short.


They faced two key challenges:

• Underperforming advertising on Meta

• High cost-per-acquisition (CPA) and low return on ad spend (ROAS)


At the same time, SoapBox was partnering with Social Commerce Club to build their TikTok Shop. This partnership provided fresh, engaging user-generated content (UGC)—a valuable asset they wanted to maximize.


This case study showcases how SoapBox transformed their advertising outcomes by:

• Incorporating creative strategies

• Optimizing their UGC for better ad performance


The results speak for themselves: SoapBox achieved significant improvements in ROAS and CPA, revitalizing their e-commerce growth.

The Challenge

Before intervention, SoapBox Soaps faced significant challenges with their Meta advertising campaigns:
• ROAS of 0.23x
• CPA of $172.15

These metrics, recorded over three months (June–August 2024), highlighted the urgent need for improvement.

To address these issues, SoapBox sought a content-driven solution to:
• Boost engagement
• Lower acquisition costs
• Effectively scale their sales efforts

Key Findings

  • 1

    Content being used on Meta was not designed for that channel

    Existing creatives were high quality but resembled traditional commercial content rather than Meta-focused ad creative. This reduced resonance with audiences and impacted conversion rates.

  • 2

    No Foundation to build upon

    Campaign structure, specifically lack of testing framework, and over-reliance on bottom of funnel, led to wasted spend and slowed the path to meaningful results. Testing lacked statistical significance and scalability.

  • 3

    Holistic Strategy Missing

    There was no clear strategy connecting each of the brand's efforts to one another. A holistic approach looking at marketing efforts as a whole was needed. Specifically, how to leverage Tik Tok Shop creator content into other advertising channels, to help create a consistent narrative

The Solution

We implemented a full-scale restructuring of SoapBox Soaps’ Meta ad campaigns, introducing TikTok Shop content and an improved testing strategy to address inefficiencies:

- Creative Refresh with TikTok Shop & UGC Content - By identifying creative that was perfroming well on Tik Tok Shop, we were able to jump start the Meta account with creative that we knew had a high probability of successfully driving more conversions, for less budget.

- Optimized Testing with OMC (One Master Campaign) to allow more efficient and scalable creative testing. We were able to identify winning creative, iterate, and scale consistently.

The Outcome

  • Nearly 9x increase in ROAS

    ROAS improved from 0.23x to 1.96x, with top campaigns reaching 2.25x ROAS consistently.

    1

  • CPA reduction of over 85%

    CPA reduced from $172.15 to $24.58, an 85% drop.

    2

  • UGC campaigns dominated sales

    Leveraging Tik Tok Shop Creator content, UGC content drove 875 purchases in 30 days, and outperformed previous creatives in engagement and conversion metrics.

    3

Summary

SoapBox overcame their Meta campaign challenges by embracing a refreshed content strategy powered by TikTok Shop creators and UGC.

With streamlined testing and optimized ad structures, the brand not only reduced inefficiencies but also unlocked growth potential. This case showcases how strategic creative and targeting improvements can deliver exceptional results in paid media campaigns.

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