Power Couch Media
Orlando, FL
Social Media Campaign for Men’s Leak-Resistant Underwear
Client: Confident Male
Category: Web Based | Social Media | 456c. Social Ad Campaign
About Project
The Challenge:
Frustrating experiences with two previous agencies led to distrust of outside help. Expensive, critically flawed campaigns from these agencies drove heavy online traffic, but only 2 sales. You read that right: 2 sales and that’s it. Meandering video content failed to capture viewer attention and did not communicate the value of the product. Targeting was too narrow, restricting Meta's powerful machine learning. And none of the developed content aligned with the brand’s target audience.
The Solution:
After analyzing the situation, we developed a new set of ad creatives and overhauled the campaign settings. Prior campaigns relied on rigid assumptions, ignoring large groups of potential buyers. Without accurate data, the ad platforms couldn’t possibly optimize targeting effectively. We broadened the parameters which allowed the magic of machine learning to identify valuable new customers.
For the creative, we focused the messaging around a central idea: Confident Male doesn't make diapers. Rather, they make stylish, comfortable underwear that men can wear with confidence. The underwear just happens to be great at absorbing embarrassing leaks.
The Outcome:
Fundamental transformation and new trust. Within 90 days, we turned an expensive, misguided strategy into a consistent powerhouse delivering more than 4X return on ad spend (ROAS). With ongoing optimization of the program, the campaign eventually earned nearly 7X ROAS. Today, Confident Male is living up to their name by scaling campaigns, introducing new product lines, and using the strategies we recommend to grow with confidence.
