Purple Carrot is a 100% plant-based subscription meal service that delivers healthy meals right to your doorstep every week. Purple Carrot’s vision is to create a world where plant-based eating is a mainstream choice to improve health, the environment, and animal welfare.
Digital advertising is primary growth strategy for Purple Carrot.
Purple Carrot’s in-house ad spend strategy relies heavily onGoogle AdWords and Facebook, managed by Alli Hobbs, Purple Carrot’s Marketing Manager. Their team runs prospecting and retargeting direct response campaigns. Alli and her team were preventing surfacing ads to current customers by relying on audiences built using Facebook and Google pixel data.
This left room for serious inaccuracies in their targeting.
By showing ads to customers that had subscribed prior to the platforms’ tracking windows, or weren’t captured by the pixel, they were providing a poor experience for the customer, but also an ineffective use of ad spend for Purple Carrot.
Alli and the Purple Carrot team started using the ad audience tool a few months ago by building out two customer groups: all active customers and all customers that have canceled.
Purple Carrot then used theslusion lists for their retargeting and prospecting campaigns.
“We were doing a version of this before but I can confidently say that this is much better. This tool is a much more robust and encompassing version…This really makes our ad spend more effective and efficient,” said Alli, “We were definitely spending money on customers that had already converted.”
Not only are these audiences more accurate, but now they are automatically kept up-to-date in real-time every hour. This allows Purple Carrot to save the time and headache of manually uploading lists and have confidence that their ad budget is being allocated to the most accurate and best possible audience.