“It’s been a pleasure working with the Crimson Advantage team over the past few months. They have shown an impressive breadth of knowledge that has translated into impactful solutions for our business. Their ability to understand our unique business challenges while presenting new opportunities has been encouraging and exciting.” - Eric B., TB12
INTRO
Crimson Advantage works with TB12 to enhance their e-commerce efforts and get the most out of their growing digital presence. This includes:
Refining and benchmarking acquisition efforts to bolster content strategy
Leveraging cutting-edge analytics to better understand their audiences
Elevating the TB12 brand via in-depth paid video testing
Planning for the future by raising purchase intent across existing & prospective channels
GROWTH METRICS
Uncovered top 5 performing content pieces via Google Data Studio + Google Analytics integration
Increased brand awareness >25% via YouTube test
Demonstrated >10x increase in brand interest following Youtube study
BACKGROUND
Founded in 2013, TB12 is the health & fitness brand from the mind of 7-time Super Bowl Champion Tom Brady. He and his personal coaches share the secrets that have powered Brady’s decades of elite training, recovery and nutrition. The company offers recovery tips, nutritional supplements, exercise products, and in-person workouts at their TB12 locations for everyone from elite athletes to weekend warriors.
TACKLING TB12’S CHALLENGES
Very few companies have the luxury of harnessing the most accomplished football player of all time as their founder. Not only are Tom’s name + number the focal points of the brand’s identity, he’s also a massive driver of awareness and digital traffic.
Along with his millions of social media followers, Tom’s continued success on the field creates massive organic reach. The public and elite athletes alike are keen to learn what gives Tom his edge. However, this presents tough problems for the company such as:
What content resonates best with the audience?
How does certain content impact product sales?
Where can TB12 find new customers?
What’s the highest priority investment for the future?
CONTENT STRATEGY
The TB12 digital team produces a plethora of content to capitalize on Tom’s achievements and experience; video workouts, written nutritional tips, recipes, newsletters, and a mobile app.
Getting all of that content to surface for topics like “post-workout recovery” or “best nutritional snacks” is a challenge, but we helped them with something even more foundational — identifying which categories it makes sense to target in the first place.
“Working with David from the Crimson Advantage team has been extremely valuable. He has provided us with key insights and a clear plan to improve our SEO. With a better understanding of how SEO works, we have implemented new processes to fully optimize our content.” -TJ, TB 12
ANALYTICS AND DATA STUDIO
One of the first things we encountered was a disconnect in reporting on the website, stemming from a difference in the e-commerce infrastructure. This made it difficult to quantify the impact of content on e-commerce sales, meaning new content prioritization wasn’t as data-driven as it could be.
Our analysts addressed this by creating Google Data Studio reports that integrated multiple parts of the site with the many acquisition channels. This made the comparison more apples-to-apples and made analyzing across sources more streamlined.
BRAND LIFT
The increased confidence in tracking led to a desire to test new paid acquisition efforts with customers that hadn’t been exposed to the brand (i.e. upper funnel targeting), specifically with video tactics that had previously seemed ineffective. We recommended a “brand lift” study with Google (via YouTube) and were excited to see results that blew away the TB12 team.
Brand awareness increased by more than 25% for video viewers
Brand interest — as measured by searches for terms relevant to TB12 — were up significantly more than 10x
Ad recall greater than 95% after a single video impression
AD STRATEGY & OPTIMIZATION
Following the success of the brand lift study, we charted out areas for further testing across Google, Facebook & Instagram, as well as our recommendations for how to approach Amazon. Together, we outlined the appropriate metrics for each tactic as well as our CPA & ROI methodologies for lower-funnel activities.
The partnership with Crimson Advantage has led to an abundance of new options in TB12’s digital playbook. Given the NFL offseason only lasts a few months, we didn’t have to wait long to bring our new methods to football fans and health enthusiasts across the country.
As most of us know, the offseason is when the elite get even better.
