How Shroomwell Improved ROAS by 70%

The Brief

Shroomwell is Estonia's leading mycotechnology company, producing tinctures, capsules, elixirs, soft drinks and other products from functional mushrooms such as lion's mane, reishi, cordyceps, shiitake and chaga.

They came to us to:

• Build a more comprehensive and clear e-commerce analytics system.
• Make the advertising budget more systematic and ad targeting more precise.
• Strengthen ad ROAS.

The Challenge

Shroomwell's audiences fell into two camps: aware and unaware. The aware group had heard of functional mushrooms before, some had tried products previously, and some were actively open to trying new products. The other camp was either sceptical or passively open — in the sense that if someone offered them the chance to try a product, they would take up the opportunity.

This meant marketing had to be as personalised as possible so that ad spend was not disproportionately going on audience education (which is important, but cannot consume most of the budget). Precise and reliable data measurement was key.

How We Got There

1. Comprehensive e-commerce analytics setup.
2. Linking advertising accounts to the new analytics system.
3. Ongoing market change monitoring, A/B testing of ads, audience testing and updating social media ad imagery and video content.