Poiscaille (seafood subscription): divide the acquisition cost by 7

Founded in 2015, Poiscaille.fr buys directly from French fishermen to offer consumers objectively fresh, sustainable and ethical fish. The company offers subscriptions with delivery of fish baskets. It is also possible to order marine products directly on the site and to pick them up from a partner.

Poiscaille called on Growth Room to benefit from our support in Growth Ads.

The company has 3 main personas:

• Male, 25/35 years old, in a relationship : CSP+, who lives in Paris. He is a fan of good food and regularly receives guests for dinner. He has a fast pace of life and does not have time to find fresh and quality products near his apartment. He is used to having his groceries delivered.
• Woman, 35/55 years old, in a relationship with children : CSP+, who lives in La Rochelle. She is convinced of ecology and the benefits of short circuits. She enjoys cooking for herself and her family using fresh, quality produce. She is used to going to the market on Saturdays.
• Female/Male, 60/75 years old, married with children: he/she lives in a suburban/peri-urban area. He/She is not very comfortable with digital tools: his children help him to use the internet/social networks (Facebook). He/She wants French products, fresh and from a short circuit. He/She seeks quality above all.

The objective of the mission

We had two distinct goals.

Main objective: build a media strategy and structure to achieve the 2022 subscription goals while anticipating the challenges of 2023.

Secondary objective: conduct an acquisition test on a product in order to understand business viability and the impacts in terms of subscriptions.

Structuring the Ads strategy

The global media strategy

We focused our efforts on Google Ads and Meta. These two media are complementary and have allowed qualified users to enter the acquisition funnel.

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The strategy for the main objective

As a reminder, the main objective was to build a media strategy and structure to achieve 2022 subscription goals while anticipating the challenges of 2023.

Phase Awareness: Subscriptions

Objective: Develop storytelling around the brand.

For that, we focused on Meta. We targeted the following audiences:

• 25-65+ years;
• France;
• CSP+;
• Broad interests: cooking, ecology, circular economy.

⇒ We implemented and tested ads that highlighted the brand, its values and its storytelling.

Commitment Phase: Subscriptions

Objective: Create attractiveness around the brand and generate account creations.

For this phase, we launched a campaign on both media:

• Meta: 70% of the engagement phase;
• Google Ads: 30% of the engagement phase.

For Meta, the target audience was as follows:

• Lookalike subscription;
• Lookalike BDD;
• Lookalike Purchase;
• Lookalike Add to cart.

⇒ Here, we tested to find audiences and ads that bring attractiveness.

For Google Ads, we targeted the following audiences:

• Broad interests based on audiences that have already generated conversions;
• Similar audiences and custom audience segments.

⇒ We launched an acquisition campaign with generic keywords, such as “Online fish store.”

Conversion Phase: Subscriptions

Objective: Generate subscriptions.

As for the engagement phase, we launched a campaign on both media:

• Meta: 40% of the conversion phase;
• Google Ads: 60% of the conversion phase.

On Meta, the target audience was:

• Addition to cart/Payments initiated;
• People who interacted with the posts;
• Visitors.

⇒ We put a remarketing campaign online in order to retarget people who already knew Poiscaille, but were not subscribers.

On Google Ads, the target audience was as follows:

• The most relevant demo and geo audiences/areas according to needs/and first performances.

⇒ We launched an acquisition campaign with keywords containing location, such as “Paris fish delivery.”

The strategy for the secondary objective

As a reminder, for the secondary objective, we carried out a acquisition test on products from the Poiscaille e-store (fish, seafood, gift cards, seafood platters) in order to understand the viability of the business and the impacts in terms of subscriptions. In other words, the aim was to generate purchases on the e-shop and revenue.

So we worked, as for the main objective, with the three phases of the conversion funnel, starting from the top of the funnel to the bottom of the funnel: awareness (making the brand known), engagement (developing the first points of contact), and conversion (generating purchases).

To achieve these goals, we launched a campaign on both media:

• Meta: 80% of the conversion strategy;
• Google Ads: 80% of the conversion strategy.

For Meta, the target audience was as follows:

• specific interests;
• Lookalike 1%

⇒ We launched an acquisition campaign with visuals focused on products (CSJ, oysters and smoked fish).

For Google Ads, we focused on the following audiences:

• Demographic and geographic audiences, with the most relevant areas based on needs and initial performances.

⇒ We launched acquisition campaigns on the search network with semantics around the products sold in stores.

The overall performance on subscriptions

Increase in profitability since the launch of the campaigns

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Period : 21/11/22 to 31/01/23

Note that, for both media, the result is based solely on the generation of a single subscription. However, customers have access to 1, 2 or 4 subscriptions per month and stay on average 8 to 10 months with Poiscaille. We therefore note that Poiscaille is much more profitable than the current figures show..

Our analysis on Meta

We note, two months after the campaigns were launched, an increase in ROAS on Meta.

The ROAS subscription in January, compared to December (December was a better month to buy than to subscribe due to the end of the year holidays) increased sharply due mainly to lower costs and an increase in the conversion rate.

Our analysis on Google

Despite a drop in costs in January, we are noticing a iso Subscription turnover compared to December.

In addition, the cost/subscription decreases from month to month: €6 in January compared to €77 in November.

Generation of +2000 subscriptions since the launch of the campaigns

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Period : 21/11/22 to 31/01/23

Overall, we can see that, from month to month, the Lower cost per subscription thanks to the various optimizations made on the account.

These figures echo the graph above and thus prove the profitability of Poiscaille since the launch of the campaigns.

Our analysis on Meta

We see a higher number of iso subscriptions in December and January.

In addition, it is interesting to note the sharp drop in cost/subscription: €27 in January compared to €112 in December.

Our analysis on Google

We saw a slight drop in subscriptions in January (the brand name is a bit less sought after during the month of January).

Likewise, the cost/subscription was constantly falling: €6 in January compared to €77 in November.

Google: by campaign type

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Global with brand → All campaigns

Global Off Brand → Search Campaign (Subscription + Purchase) + Display Campaign

Meta: by campaign type

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Overall purchasing performance

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Period : 21/11/22 to 31/01/23.

Note that these expenses were not based solely on purchases. These are global expenses that were intended to meet the main objective.

However, our focus on Subscription campaigns has, at the same time, succeeded in generating sales on purchases, which was the secondary objective.

Focus on Meta campaigns

A/B testing several audiences on Meta since the start of the campaigns

Here is a non-exhaustive list of audiences we tested on Meta campaigns :

• In Acquisition: we a/b tested audiences by interest as well as look-a-like audiences...
• In Remarketing: we a/b tested hot audiences (cart addition, people engaged on social networks, site visitor, non-subscribed database...).

It is these numerous tests on different audiences (both cold and hot, corresponding or not to our personas) that made it possible to obtain these results.

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Top ads on subscription acquisition

Period: 01/12/2022 to 31/01/2023.

These are the Ads with the best CPA.

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Top subscription remarketing ads

Period: 01/12/2022 to 31/01/2023.

These are the Ads with the best CPA.

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Top ads on acquisition and purchase

Period: 01/12/2022 to 31/01/2023.

These are the Ads with the best ROAS.

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Our visual recommendations

In Poiscaille, we have done numerous recommendations on ad visuals but also on landing pages. The choice of visuals is one of the biggest factors in the performance of campaigns.

Our recommendations on the landing page

Subscription

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Here are our recommendations:

• Remove menu items other than “subscribe” and “my account”;
• Add the subscription process with icons;
• Put a fixed menu (follows the user in his scroll) with the logo, the sections always visible.

Purchase

Here are our recommendations:

• Add a product banner (as on the home page) in order to highlight the products and thus reassure the Internet user about their future purchase.

Gift card

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Here are our recommendations:

• Improvement of the pricing strategy (crossed out price + free locker for 3 boxes purchased for example);
• Add a “use your gift card” section instead of going through the subscription process.

Our Ads Awareness recommendations

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Here are our recommendations:

• Add the Logo to all ads;
• High-funnel CTA test on some ads: “Discover our site” ... ;
• Idea for a new visual creation: video.

Our Ads Engagement recommendations

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Here are our recommendations:

• Add the logo and a CTA on all ads (except on the carousels, because the first image is enough);
• Integrate more relevant elements with up-to-date prices;
• Idea for a new visual creation: a carousel to compare subscriptions and a carousel explaining the subscription process in pictograms.

Our Ads Remarketing recommendations

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Here are our recommendations:

• Add the logo and a CTA on all ads (except on the carousels, because the first image is enough);
• Idea for a new visual creation: recipe with one of the products explained step by step (video, carousel), and customer testimonials (image/carousel).

Our recommendations Ads Achat

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Here are our recommendations:

• Add the logo on all ads;
• If there are new promo codes, create a new one by changing the name of the code;
• Idea for a new visual creation: static image product focus (other than csj);
• Add simple wording.

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