Broya
The saying “One man’s trash is another man’s treasure” could not be more true for Broya.
Founded in 2015 by Nima Sotodaeh, Broya turns the otherwise discarded bones from cows and chickens into a rich, collagen-dense delicious bone broth.
After suffering from a slew of gut health issues, Nima found that bone broth more than anything else visibly improved his digestion, mood, and energy levels - there was nothing else he could do but share it with the masses.
Right up until the summer 2020, Nima was doing all the marketing himself in addition to everything else the business required in order to serve its customer base. It was evident that in order to grow, Broya would need to have a dedicated marketing team in place whose sole focus was ideating and executing growth strategies.
After 4 months of speaking with our team, Nima was comfortable with our track record and brought on the entire Growth Collective team - email, paid ads, and creative strategy - to scale up marketing at Broya.
With Broya being a CPG product, we knew two things were true:
- This is a very competitive space in Paid Social & Paid Search, so achieving first-order profitability on ads was a non-negotiable.
- As a replenishable product, success over the long run here would come down to turning first time purchasers into repeat buyers that have an increasing LTV (lifetime value) for the brand over time.
To achieve both of these objectives, Growth Collective deployed both our creative and retention strategists to develop content that Broya’s target market found scroll-stopping and relevant.
1. Getting An Understanding Of The Target Customer:
As the sole person on the marketing team, Nima was also the face of the brand on paid social, often touting Broya’s benefits for strength and recovery. But diving deeper into customer reviews and surveys told a different story entirely - 70% of Broya customers were women and many of those were over 50 years old. Equipped with this information, our team did more research into the benefits of bone broth for women in particular.
