No More Inflated CAC
🚀 Scale Without Blowing Up Your CAC
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In this newsletter, you’ll find:
🚀 Scale Without Blowing Up Your CAC
📊 Google Analytics 4 Introduces Real-Time Pages Report
🛡️ Meta New Brand Suitability Controls at Advertising Week 2024
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CAC
🚀 Scale Without Blowing Up Your CAC
Insights from Nativ Yanko
Finding a winning angle for your marketing is just the beginning. The real challenge is scaling that angle without your cost-per-acquisition (CAC) spiraling out of control. The secret? Learning to say the same thing in new and engaging ways that keep your audience hooked, while maintaining the essence of your core message.
Take a successful UK brand, The Essence Vault, as an example. They’ve built their entire advertising strategy around the simple promise: “Designer perfumes without the price tag.” This message hasn’t changed—but the way they present it has. By leveraging creative variations of this angle, they’ve scaled to multi-8-figures without their CAC exploding.
Here are 3 techniques you can use to do the same:
Negative Frame/Hook: People are naturally drawn to drama and tension, which makes a negative framing powerful for grabbing attention. The Essence Vault taps into this by playfully exaggerating negative situations in their ads, like this one:
“The Essence Vault, I want my money back because my girl will NOT leave me alone!”
The humor and exaggeration here pique interest while maintaining the brand’s core message. For your brand, consider flipping your usual positive messaging and creating an unexpected twist using a negative frame. Highlight frustrations or “downsides” (in a light-hearted way) to stand out.
The Power of 3: Presenting content in threes has long been a psychological hook. Whether it’s “3 reasons why” or “3 ways to,” this structure keeps people engaged because they feel compelled to hear all the points. The Essence Vault uses this format regularly to break down complex ideas into bite-sized, digestible content. For your next creative, frame your benefits or solutions as three key points—watch how it encourages viewers to stick around until the end.
Street Interview Style: There’s a reason authentic content works so well—it feels real. The Essence Vault uses street interview-style videos, following a problem-agitate-solution framework in an organic way. This approach makes the ad feel like spontaneous content, which is exactly what people are looking for in their feed.
Combine this approach with a creator-driven strategy through Insense, where you can source high-quality user-generated content (UGC) from vetted creators within days. UGC has been shown to increase trust and engagement, making your message more relatable and impactful.