Crash the Soiree, Invest with Roots.

Roots is an investing platform that needed to decrease their cost per sign up.

Before Creatably campaign:

  • 45k/mo in ad spend

  • 40 bucks per LEAD not per conversion.

    • about 1 in every 12 leads would sign up. This puts CaC at around 480.

  • They need a 300 CaC in order to scale budgets

They were about breakeven here.

Roots had a disruptive investing platform. We knew that we needed to help them condense their confusing pitch in a way that every single person in America could understand. They came out to our office in Utah for a full day Strategy retreat where we uncovered the following:

  • When people fully understand what Roots does, they always invest.

  • Their ads can run into ban issues due to talking about investing, so we need to talk about investing without TALKING about investing

  • Their service has a lot of success with people that understand real estate…why?

    • Because their service is similar in structure, and people in that field understand the pitch.

We presented a script 6 weeks later that led to the following video:

The Results - Full Funnel Upgrade

Roots initially ran the ad going after the same event as always, LEADS. This led to a decrease of lead cost.

  • Lead cost: 11 dollars per lead.

With their conversion rate, this puts CaC at 230, which is decent, but…

Given that the decrease was so effective, they decided to start sending traffic DIRECTLY to their conversion
experience - creating an account and investing their minimum of 500 bucks.

  • Cost per conversion in the first month of deployment: 150 bucks.

    • That is a 3.5 ROAS in the first month.

  • Spend at this point WAS 45k/mo.

With the new direct to consumer approach and with a strong ROAS, they scaled spend using their main ad, and a short explainer video shot on the same day of set.

  • Spend at this point increased to 80k per month in month 2.

  • 90k per month in month 3

  • 113k per month in month 4

  • 141k per month in month 5

Roots needed an ad that took their niche messaging broad. And they did it with Creatably.

People
Responsible

Director: Kade Atwood
Writer: Lucy Derden
DOP: Asher Huskinson
Editor: Jordan Parra
Creative Director: Max Dearden
CCO: Damian Dayton