We partnered with SoapBox to run performance advertising across Meta and Google, balancing direct-to-consumer growth with national retail expansion through carefully segmented strategies and tailored creative.
SoapBox, a mission-driven personal care brand with national retail distribution and a growing DTC presence, needed a performance partner that could grow both online revenue and in-store visibility. Unlike brands focused on just one channel, SoapBox required a nuanced strategy — one that could differentiate how we spoke to customers based on whether the goal was an online conversion or an in-store visit.
From the start, our media buying strategy for SoapBox was designed to work in parallel across two key goals:
For direct-to-consumer, we built a funnel that could profitably acquire new customers and convert them on Shopify via high-performing landing pages provided by the SoapBox team.
Top-of-Funnel (TOF) Awareness:
We launched a series of engaging TOF ads that introduced the brand mission (e.g., “Buy One, Give One” soap initiatives), clean formulations, and standout product lines. These were optimized for video views, engagement, and reach — not immediate conversions — to build brand familiarity and pixel intelligence.
Mid- and Bottom-Funnel Conversion Campaigns:
Once we warmed up the audience, we layered in highly specific conversion-focused assets. These included testimonials, “Why SoapBox?” UGC, and side-by-side comparisons with competitors. All traffic was driven to specific landing pages tailored to product education and conversion — often focused on hero SKUs or bundles.
Google Ads Support:
We ran branded search, non-branded category search (e.g., “clean shampoo,” “sulfate-free body wash”), and Shopping campaigns to capture lower-funnel intent. These campaigns were synced with seasonal offers and drove to the same optimized landing pages, creating a unified DTC performance ecosystem.
In parallel, we built a dedicated campaign structure to support SoapBox’s growing retail presence — including placements in stores like Wholefoods
Meta Campaigns for Retail Push:
Using Zip Code targeting, we delivered ads only to areas where SoapBox products were on shelves. These ads included "Find Us Near You" messaging, store-specific creative.
Retail-Focused Creative:
Unlike DTC ads, which leaned into education and storytelling, retail ads were short, urgent, and convenience-focused.
With a two-pronged strategy, we helped SoapBox grow both its online revenue and in-store sales — without cannibalizing either channel. The DTC side benefited from highly qualified, conversion-ready traffic, while retail efforts boosted awareness and store-level sell-through. More importantly, SoapBox’s media spend was aligned with each objective — something many brands overlook when balancing omnichannel growth.
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