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Drove down Meta ad costs by 43% in just 5 months

At a Glance

Reduced Meta’s CPC (Cost per click)

by 43.3%.over a period of 5 months

Significantly increase subscriptions

Helped Cinch significantly increase subscriptions

2 million unique impressions

Brought in nearly 2 million unique impressions from various campaigns

Background

Cinch is a unique subscription service that allows customers to rent high-tech electronic devices like smartphones and gaming devices on flexible terms instead of purchasing them outright.

Given this flexible rental model and the range of high-end products they offer, Cinch had a clear opportunity to tap into a younger demographic, particularly consumers who may not have the financial means to afford these devices.

The Challenge

When Cinch partnered with Brew Interactive, they faced several challenges at different stages of their growth:

  • Zero Brand Awareness: Cinch had just launched its website, and there was little to no familiarity with the brand or its subscription service among potential customers.
  • Lead Generation: The immediate need was to gather early-bird pre-launch registrations to build a database for further marketing efforts, such as email blasts and audience creation.
  • Ad Format Optimisation: Finding the right balance between video and static ads was critical, especially on social media platforms.
  • Cost-Effective Lead Generation: As Cinch grew, keeping the cost per lead low while increasing registrations was essential.
  • Tracking and Performance: Precision tracking was required to ensure that campaigns were efficiently driving not only leads but actual subscriptions.

Our Approach

To tackle these challenges, Brew Interactive implemented a multi-phase strategy over several months, focusing on video ads, creator partnerships, and precision targeting on platforms like Meta, TikTok, and Google Ads.

1. Created an Animated Video to Generate Awareness for Cinch

At the early stage of Cinch’s growth, the goal was to maximise pre-launch sign-ups and create a foundational database of early-bird customers.

To build awareness and highlight Cinch’s unique offerings, we produced an animated product video that effectively showcased the key benefits of the service. The video focused on:

  • Variety of electronic devices available for rent
  • Flexible rental periods (1, 3, 6, or 12 months)
  • Damage protection

Animated video Brew’s design team created for Cinch – featured on Meta

It was launched on Meta and TikTok, and its dynamic, engaging format outperformed static images, driving higher engagement and lead generation by clearly communicating Cinch’s value proposition to a wide audience.

Animated video Brew’s design team created for Cinch – featured on TikTok

2. Drove New Registrations

A few months after the launch and the success of the animated video in creating awareness, we entered the second phase of the campaign with a focus on driving registrations.

To achieve this, we leveraged the power of Creator videos. For the first time, we included TikTok promotional videos as part of the campaign, supported by an ad spend commitment that came with a complimentary set of Creator-produced content. This approach allowed us to test the format without requiring significant additional investment from the client.

Creators videos that performed exceptionally well for Cinch

The Creators developed several videos, each highlighting a specific need fulfilled by Cinch, providing an overview of the service, and showcasing its unique selling points (USPs). One of these videos performed exceptionally well, generating instant form submissions at a cost of just over $2, making it a standout asset for the campaign.

3. Ran Lead Generation Ads

Following the early success of our animated video, which effectively communicated Cinch’s unique value propositions and began driving enquiries, we expanded our lead generation efforts.

We ran campaigns across both Meta and TikTok, leveraging static and video assets to engage potential customers and drive conversions. These campaigns were carefully optimised to maintain cost-efficiency while ensuring we targeted the right audiences at the right time.

Video created by the Brew team for Cinch’s Meta ad campaign

In addition, the Brew team utilised TikTok’s Creators’ videos to further enhance engagement. These creator-led videos tapped into the TikTok culture, presenting Cinch’s services in a relatable and authentic way, which resonated well with the platform’s younger audience.

TikTok Creators’ videos that we featured in Cinch’s ad generation campaign

In addition, the Brew team utilised TikTok’s Creators’ videos to further enhance engagement. These creator-led videos tapped into the TikTok culture, presenting Cinch’s services in a relatable and authentic way, which resonated well with the platform’s younger audience.

Ran Carousel Ads on Meta on Instagram

Alongside video campaigns, we ran carousel ads on Meta and Instagram targeting specific audiences based on a mix of demographic and interest factors.

Sample carousel ad that we created for Cinch

To further optimise ad performance and help Cinch expand their reach to new users who closely matched their existing customer profiles, we targeted very specific audiences using a mix of demographic and interest factors and ran various lookalike audiences separately.

These ensured that we delivered cost-efficient leads and increased subscriptions for Cinch.

Helping Cinch Succeed with Samsung

As part of their goal to establish a stronger presence in the market, Cinch formed a strategic partnership with Samsung. To ensure the success of this high-profile collaboration and maximise its impact, Cinch turned to Brew Interactive for a comprehensive digital marketing strategy.

We launched video-based ads on both platforms, focusing on two key segments—generic audiences and students, who benefited from exclusive, discounted subscription offers.

Video that Brew created for Cinch targeted at generic audiences

The dynamic video content was designed to resonate with each audience, driving both brand awareness and lead generation.

Video that Brew created for Cinch targeted at students

Running Google Ads

Based on the strong performance of our campaigns on Meta, Instagram, and TikTok, where tailored targeting and video content proved highly effective, we decided to broaden Cinch’s reach further by incorporating Google Search Ads into the strategy. The objective was to capture a wider audience, particularly those actively searching for tech rental solutions.

Note how Google ads brought in a large number of traffic to Cinch’s website

We focused on rental-related keywords, targeting users who were specifically looking for alternatives to buying high-tech devices. By using Google Search Ads, we were able to reach high-intent users — those already considering renting instead of purchasing outright.

Results That Matter

Over the course of 11 months, Brew Interactive’s campaigns delivered impressive results for Cinch:

  • Reduced Meta’s Cost per Click (CPC) by 43.3% over a 5-month period, improving overall cost efficiency.
  • Secured new subscriptions for Cinch within a 6-month period, driving significant growth in their customer base.
  • Generated nearly 2 million unique impressions across various campaigns, greatly increasing brand visibility and awareness.

Our Approach

When Collectius came to us with significant gaps in their SEO expertise and online visibility, we tailored a comprehensive approach that was designed to overhaul their digital presence and drive measurable improvements. Here's how we proceeded:

  • SEO Audit: An on-page and off-page SEO audit was conducted to identify areas for improvement
  • Google Search Console Installation: Google Search Console was installed on the Collectius website to monitor and track their analytics
  • Digital Content Strategy: We produced a digital content strategy pack to help Collectius enhance their SEO goals
  • Backlink Acquisition: Backlinks were purchased to improve Collectius' domain ranking Keyword Research: Extensive keyword research was performed to align content and SEO strategies with relevant search trends

Comprehensive SEO Audit

We initiated our process by conducting a detailed SEO audit for Collectius. This audit was crucial in pinpointing several critical areas where the company was underperforming.

Key issues we found included suboptimal keyword utilisation, missing meta descriptions, and poorly optimised content that wasn't fully aligned with target search queries.

Having identified areas for improvement, the Brew team worked with Collectius’ web development team to implement these fixes.

Following the initial SEO audit, we conducted a focused technical SEO audit for Collectius. A technical SEO audit is a thorough examination of a website’s technical infrastructure as it relates to its visibility and performance in search engines.

It evaluates several key elements, including site architecture, page speed, mobile-friendliness, indexing, crawlability, security, and use of technologies that may impact search engine access and efficiency.

This was a critical step to ensuring that the website’s infrastructure met modern search engine standards, which is pivotal for improving search rankings and user experience. Our audit revealed several key technical issues that needed immediate attention:

Slow Loading Speeds: We identified that the Collectius website had slower than optimal loading times. Slow speeds can significantly affect user experience and negatively impact search engine rankings. To address this, we optimised image sizes, minimised the use of blocking JavaScript, and implemented more efficient caching policies to enhance page load performance.

The Lack of a Sitemap: The absence of a sitemap was another critical gap. Sitemaps are essential as they help search engines more intelligently crawl the site and understand its structure. We created and submitted a comprehensive sitemap to Google, which facilitated better indexing of the website’s pages.

Mobile Optimization: Our audit also found that Collectius’ website was not optimised for mobile users. The Brew team provided detailed guidance to Collectius' web development team on best practices for mobile optimization going forward. This included advice on implementing accelerated mobile pages (AMP), optimising button sizes and touch targets, and ensuring text readability without requiring zoom.

Tracking & Monitoring of Collectius’ Web Performance

To better monitor and track the effectiveness of our strategies, we installed Google Search Console (GSC) on Collectius’ website. GSC allows us to gain valuable insights into the site's traffic, search performance, and any crawling errors, thereby enabling us to make data-driven decisions.

With data from GSC, we can identify which pages are performing well and which might require further optimization. This helps us refine SEO strategies and target specific issues with precision.

Digital Content Strategy

Recognizing the importance of content in SEO success, we crafted a comprehensive digital content strategy pack specifically tailored to Collectius' needs.

This strategy involved developing four customer personas and two end-user personas, representing the diverse segments of Collectius' audience. These personas helped us understand the distinct needs, behaviours, and preferences of different user types that interact with Collectius' services.

From this foundation, we were able to pinpoint the types of content and topics that would resonate most strongly with each persona. Leveraging these insights, we developed a series of SEO-optimised articles.

Each article was carefully written by our copywriter who made sure that keywords used were relevant with Collectius’ offerings and aligned with the interests of potential clients.

Taking this approach allowed us to attract more organic traffic to their site and significantly enhance visibility for these targeted search terms.

Backlink Acquisition

To strengthen Collectius’ domain authority and improve their search engine ranking, we strategically acquired high-quality backlinks. This effort was aimed at boosting their profile against competitors and increasing the trustworthiness of their site in the eyes of search engines.

Through our targeted backlink acquisition efforts, we gradually improved the organic traffic to Collectius' site.

As their domain authority increased, so did their visibility in search engine results, leading to more visitors naturally finding their way to the website without the need for paid advertising.

This steady increase in organic traffic not only enhanced their online presence but also contributed to higher engagement and conversion rates.

Outstanding SEO Results for Collectius

Our comprehensive SEO strategy delivered impressive results for Collectius, significantly enhancing their online visibility and search engine performance. Here are some of the key achievements:

Significant Traffic Growth

Over a period of six months, we achieved more than a 60% increase in organic traffic to Collectius' website. This surge in visitors was a direct result of our focused improvements in SEO practices and content strategies.

Expanded Keyword Reach

There was over a 70% increase in the number of organic keywords that Collectius ranks for on Google. This expansion in keyword coverage helped broaden their visibility and reach a wider audience interested in debt collection and financial services.

Top Rankings in Local Searches

Collectius' website achieved first-page rankings on Google's Search Engine Results Pages (SERPs) for targeted searches in Singapore and Malaysia. Ranking on the first page for relevant searches significantly boosted their brand's visibility and accessibility in these key markets.

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