Scaling JD’s Hot Honey by 150% year-on-year

Client: JD’s Hot HoneyFood and drink
Scope: Meta adsGoogle adsCreative strategy

(→) Headline results

+154%

Meta revenue

-30%

Customer acquisition cost

+150%

New customers

(01)Background

JD’s wanted a partner to help them scale profitably

JD’s Hot Honey is a premium hot honey brand that blends the perfect balance of sweetness and heat. Crafted with high-quality ingredients, it enhances everything from pizza to cocktails.

They came to us looking to scale their revenue profitably while increasing brand awareness, ensuring their marketing efforts drive strong ROI and long-term customer loyalty.

(02)Challenge

To grow online DTC whilst preserving net profitability

We were tasked with scaling paid media spend whilst maintaining CAC and aiming to increase both AOV and LTV.

The brand wanted to grow DTC whilst increasing their wholesale revenue simultaneously.

(03)Approach

We focused on finding winning creative and demand capture

Channel by channel: what we changed, and what it moved.

(01)

Meta ads

We implemented the use of Post IDs in the Meta ad account which allowed our ads to accumulate more post engagement than ever before.

During BFCM we introduced lead generation, driving thousands of leads which resulted in hundreds of profitable customers during the sale period, allowing us to reach a different type of customer to previous years.

(02)

Google ads

We focused on improving the quality of RSA copy and extensions by focusing on core USPs and reinforcing stronger call outs.

Tested bid strategies in brand (tROAS vs TiS) to understand how we could maximise impression share and ROI due to aggressive retailer competition.

Introduced generic search activity to the business and drove profitable in-market customers.

Split generic Performance Max vs brand shopping to have control and visibility on the types of customers purchasing through shopping listings.

(03)

Creative strategy

We rebuilt the creative testing process around a monthly round of fresh concepts, each one built from a real customer pain point and the product that answers it.

Winning concepts we found were scaled, and we tested iterations to find even more winning ad creatives, allowing us to scale ad spend efficiently.

We re-purposed TikTok affiliate content into Meta ads for whitelisting and ASC+ UGC ads.

(04)Results

What it did to the numbers.

Every figure is redrawn from JD’s Hot Honey’s own platform exports, with the point we took the account over marked on each one.

JD’s Hot Honey, indexed changeBaseline = 100

Meta revenue+154%

Before

After254

Customer acquisition cost-30%

Before

After70

New customers+150%

Before

After250

(01) Result

We’re hitting record months since onboarding

We took over in September and we’ve already achieved record-breaking months and sold out stock on a number of occasions.

(FIG. 01)JD’s Hot HoneySince IcatchaStore orders

Icatcha onboarded

(02) Result

We scaled new customers while keeping CAC profitable

Our strategic approach on Meta and Google Ads allowed us to scale NCA profitably, and we increased our CAC target by layering LTV data on top, allowing scalability by focusing on longer-term profit.

(FIG. 02)JD’s Hot HoneySince IcatchaNew customers

Icatcha onboarded

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(05)In their words

“Icatcha delivered our best ever BFCM & revenue day only two months into working together. We’re delighted with the creative testing & reporting put in place.”