Case Study: Toronto Waves X Wavers World

Project Overview
Toronto Waves X Wavers World, an in-house brand, was launched with the goal of scaling a hair care brand centered on wave styling products. Over 18 months, the brand grew to $260,000 in revenue, spending $60,000 on Facebook ads between 2019 and 2021. Initially, the brand struggled with content originality and customer engagement, but through strategic content creation and paid ads, the brand transformed into a viral success.

Strategy & Execution

1. Content Creation Challenges
   Early on, Axe Wavers World was struggling with generic content that didn’t capture attention or drive conversions. The content lacked originality and didn’t engage the audience as intended. To overcome this, we focused on creating highly relatable and engaging video ads. These videos weren’t just advertisements; they told a story that connected with our target audience in a way that felt natural and engaging, leading to higher video watch times and conversions.

2. Viral Video Ad Creation
   The major breakthrough came with a viral video ad campaign. The video creatively showcased the product in a fun and relatable way, connecting with the audience while subtly promoting the product. This video quickly went viral, racking up over 60-70 million views across all platforms. The viral video resulted in a significant spike in traffic and conversions, helping the brand achieve $100,000 in revenue over just 100 days during the COVID-19 pandemic.

3. Social Media Strategy
   We moved away from traditional, sales-heavy posts and focused on creating engaging, media-driven content that the target audience would enjoy without feeling like they were being marketed to. This approach helped us build a loyal community and voice within the niche. Our strategy was to create content that users would share and engage with naturally, allowing us to build a brand presence without overtly pushing for sales.

4. Ad Optimization and Cost Efficiency
   Our paid ad strategy focused on promoting the most engaging, high-performing content. With the right targeting and creative, we saw a significant drop in cost per purchase. Initially, our cost per purchase fluctuated between $10-$15, with some ads reaching as low as $8. This success was achieved before the iOS 14.5 update, which affected ad tracking and targeting precision.

5. Fulfillment and Shipping Challenges
   With the success of the campaign, fulfillment and shipping became challenges, particularly during the COVID-19 pandemic. The surge in demand led to some delays in order processing, but we kept customers informed with clear communication about shipping timelines. Despite these challenges, the brand’s viral success and strong customer engagement helped maintain growth.

6. Watermarking and SEO
   As the video content gained traction, many people began sharing our videos without credit. To combat this, we implemented watermarking on all our videos, ensuring that even shared content still pointed back to our brand. Additionally, we employed SEO strategies that allowed our website to rank on the first page of Google, bringing in organic traffic and further bolstering brand recognition.

Results
• Revenue Growth: Toronto Waves X Wavers World generated $260,000 in revenue in 18 months, with a notable $100,000 in sales over 100 days during the COVID-19 period.
• Viral Success: The viral video ad amassed 60-70 million views across all platforms, significantly boosting brand awareness and traffic.
• Cost Per Purchase: The cost per purchase ranged from $10-$15, with a low of $8 at its most efficient, showcasing the power of original and engaging content.
• Organic Traffic: SEO efforts helped rank the website on the first page of Google, leading to increased organic visibility and contributing to sustained growth.