KIND is a leading global snack brand that wants you to be kind in all aspects of life, not just in what you eat.
It was founded in 2004 by Daniel Lubetzky (a Guest Shark on Shark Tank and a passionate social entrepreneur). All KIND products are environmentally sourced and made with ingredients you know and love, like whole nuts, real fruit, and a drizzle of dark chocolate.
They onboarded with us in 2020, and we have continued to work with them to grow their overall market share across the United States.
Challenge
The main challenge was keeping up with the changing consumer trends within the market, especially after COVID. While previous to COVID consumers were driven to buy their health foods online, post-COVID they became more likely to buy their healthy snacks in-store alongside their everyday grocery shopping. Alongside this shift in consumer behavior, increased competition in the category prompted a need to be more creative and innovative with the market and media strategy.
Discovery
We knew we needed to be flexible in our approach to gather as much share as possible for the brand over competitors while reaching new users and converting them to the KIND brand. We looked at the broader campaign setup to see where we could increase efficiency and maximize performance. The account was utilizing an older structure, which was also considered so we could test new strategies and structures.
Hypothesis
Budgets were historically fixed monthly with static daily spend to keep reporting stable. This rigidity caused missed impression share during peak periods such as TV-led spikes and sitewide sales. Moving to a flexible budget would allow spend to shift when demand is highest.
Campaigns also followed an older structure, splitting match types across separate campaigns instead of consolidating, which goes against Google’s best practices. Ad quality and relevancy could be improved with tailored copy and ad customizers to lift CTR, click share and reduce CPC.
Key Findings
Deployment
We undertook a campaign restructure across Google, improving and implementing up-to-date best practices for keywords, ad group structure and ad copy. Account analysis uncovered a campaign structure broken out by match type, an outdated strategy. Based on historical conversion data, we evaluated individual keyword performance to see which should remain under a conversion-focused bid strategy or a visibility-based one. We created new campaigns from scratch using up-to-date methods while consolidating match types under singular campaigns. All ad copy was updated, and ad customizers were introduced to increase relevance.
Budget management was also examined so that we could actively optimize towards times of higher brand significance and plan budget allocation using historical and present-day data.
Results
Revenue and ROAS for Search has grown yearly, and the overall monthly revenue targets have been overachieved by +38% so far in 2024 compared to the same months in 2023. Click share strengthened by +7% from the improved ad copy and assets.
-7%
CPC YoY
+10%
Revenue YoY
+16%
ROAS YoY
+5%
CTR YoY
