Compounding social proof to win trust and Customers

Wolf Circus is a line of demi-fine jewelry thoughtfully designed and handmade in Vancouver, BC.

They were using Facebook and Instagram as main acquisition channels but struggled to scale. Whenever they tried to scale, ROAS would drop.

Their budget was spread too thin over too many variations of the same ads and audiences. This meant many campaigns didn't exit the learning phase, and a lot of the creatives didn't build up the social proof needed to gain potential customers' trust.

Strategy & Results

We simplified their account structure by grouping the audience into larger sizes, reducing the number of campaigns and ad sets, and increasing the budget per campaign.

We also focused spending on a smaller number of best-performing ads, which helped build significant social proof (comments, likes, and shares) on those ads. This social proof is crucial for any online brand trying to gain their prospects' trust.

As a result, we saw a significant increase in ad click-throughs, lowered CPMs, improved website conversion rates, and, of course, higher ROAS. These improvements continued to compound as we scaled.