How We Used Negative Social Proof On Meta To Sell Pork Crackle

Carnivore Lifestyle Australia is a West Australian company that specialises in creating and distributing products that are 100% Carnivore friendly, ranging from body care, multi vitamins and snacks, such as their in house leader product, Carnivore Crackle. Carnivore Lifestyle Australia came to us wanting to sell 75 bags of their Carnivore Crackle a week before they decided to consider other products. 

The Solution: On Meta, to achieve this goal, we managed both sales campaigns, and a campaign for engagement, understanding that social proof was going to be crucial in getting this product sold. Here are the four crucial points that allowed this KPI to be met.

1.  Ad Wars - How Disagreements Can Heat Up Ad Performance
On Meta, we targeted polarising audiences to create engagement and a sense of tribalism within the community to build support for the brand and product. For example, the vegan interest on Meta was targeted alongside those who subscribe to the keto or carnivore lifestyle. By targeting polarising audiences on Meta, we effectively fostered an 'us vs them' mentality. This strategic approach triggered heated debates and defences of their respective viewpoints. When users are impacted by tribalism, they generally take action not just by words, but also with their wallet. This is because as owners of the product, it then deeper entrenches them in the side that opposes who they disagree with. In this environment, negative social proof played a pivotal role, compelling audiences to rally behind their beliefs, driving engagement, and ultimately leading to increased conversions and sales.

2. Visual Versatility - How Customised Static Images Elevated Engagement & Sales:
Tailoring our ad strategy for 'Carnivore Crackle', we meticulously curated a diverse range of static images and videos. We observed distinct preferences within our audience segments, with nature-loving enthusiasts resonating more with outdoor visuals, while families responded positively to content portraying a family-oriented lifestyle. This versatile approach ensured that we effectively engaged all potential customers and allowed Carnivore Crackle to be a product that could be ‘the product’ for everyone, driving higher conversion rates. As a result, not only did this lead to higher rates of engagement and focused attention, but it also contributed to a noteworthy reduction in our cost per purchase, showcasing the power of precise visual targeting in our advertising efforts for 'Carnivore Crackle'. 

3. Masking Backorders:
In a strategic website adjustment, we concealed the backorder status. We watched extensive recordings of users on the product pages. During sessions that showed the backorder status, users behaved in a more hesitant way. They researched the product more and ultimately didn’t show intent to take action. When stock levels were high and no backorder number was shown, sales were high. This was a fairly novel find as generally a small amount of stock being indicated is a common way to falsely create urgency. This could also be attributed to the idea that customers assumed that a high number of backorders meant that their order would be delayed, even though there was nothing that suggested this in customer reviews or within the social proof. 

4. Personalization's Role in Copy Success:
Crafting copy tailored to distinct target audiences proved instrumental in driving 'Carnivore Crackle' sales even more so than using specific visuals. For instance, messaging aimed at fitness enthusiasts highlighted its role as an ideal pre or post workout snack. However, when targeting young families and parents, the emphasis was on its clean, preservative-free recipe, offering a guilt-free option for health-conscious parents. This precise messaging strategy not only contributed to a consistently low cost per purchase but also fostered a positive response within these targeted audiences, ensuring that engagement with the ads remained consistently high.We found that by personalising the copy, we were able to also use emotion to push sales, something that we found we couldn’t do with using personalised static images. We found that whilst the personalised images stopped the scroll and generally caught the target audience's attention, it wasn’t always enough to convert those who still had hesitations. One of the ways we found we could break through these hesitations, was to convince them through using emotion. Specifically, feeding into an emotion we believed would go hand in hand with the target audience and their state of mind at the time of purchase. For example, through fear, we could discuss the preservatives commonly found in other products, to convince a mother worried about the high levels of sugar found in her children's snacks that Carnivore Crackle was the safer option to purchase. On the other hand, we could sway specific groups of people, such as frequent gym goers, through confidence, by highlighting how regular and passionate gym goers needed a specific pre workout snack, because they worked harder than the average person, and that Carnivore Crackle was full of ingredients and nutrients they needed to achieve their workout goals. By using tailored and specific copy, we were able to cater the product to each individual, and therefore lower the barrier of resistance, leading to more sales. 

The Results: Since August, they have been so busy that their oven broke and they have been backordered since. Due to their leading product, the Carnivore Crackle having done so well, they have been able to work on new products they have had ideas of for some time, but didn’t have the resources for, and have now decided to expand their range of products advertised on Meta. Before ads were paused due to the stock being backordered, the account was successfully hitting their 75 bags a week KPI, and the overall cost per purchase was $9.24, and the cost per engagement was $0.01.

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Work Summary.


Carnivore Lifestyle Australia


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Case Study by
Genie Long
October 17, 2023