Game, Set, Match: Winning Digital Tactics for CMOs

As the dust settles on another Wimbledon fortnight, tennis fans worldwide are still buzzing about the matches and unexpected upsets. But for keen-eyed marketers, there was another story playing out on those manicured lawns – one of brand visibility and strategic partnerships.

If you caught any of the action, you might have spotted Waterdrop's sleek, sustainable water bottles in the hands of some of the world's top players. This wasn't just a lucky break for the Vienna-based hydration company. It was the result of a carefully crafted strategy that's been years in the making.

Waterdrop has made waves in the nutrition and hydration space by going all-in on tennis. They've partnered with the ATP, signed deals with top players like Novak Djokovic and Taylor Fritz, and even became an official partner of the Australian Open. It's a bold move that's paying off big time, helping them expand to over 20,000 global locations.

But here's the thing – not every nutrition or supplement brand can (or should) partner with tennis stars. So what's a CMO to do if they can't get Djokovic to endorse their protein powder?

The answer lies in taking a page from Waterdrop's playbook but applying it to the digital realm. Just as Waterdrop identified tennis as the perfect platform for their brand, savvy CMOs need to find their ideal digital "court" to play on. And that's where things get interesting.

Enter Nutrimuscle, a fast-growing sports supplement brand that was facing a common challenge: how to grow in an increasingly crowded and competitive digital landscape. They knew they needed to increase conversions and allocate their spend more effectively, but like many businesses, they struggled to track key metrics and get a clear picture of their campaign performance.

Sound familiar? If you're nodding your head, you're not alone. This is a headache that many nutrition brand CMOs grapple with daily.

Nutrimuscle decided to tackle this challenge head-on by partnering with Fospha in June 2023. Their goal? To get a more comprehensive view of their marketing performance and identify opportunities for growth.

Using Fospha's full-funnel attribution model, Nutrimuscle was able to measure both clicks and impressions across their marketing channels. And what they found was eye-opening.

Remember Snapchat? That platform that every marketer was buzzing about a few years ago, but many have since written off? Well, it turns out it was a hidden gem for Nutrimuscle. In Q3, Snapchat had the highest ROAS among all their ad platforms, with an impressive average of 18.7.

It was also their second-highest converter among paid media channels, all while maintaining a cost-efficient CAC of $25.10.

Here's the kicker: Fospha's model attributed 67 times more revenue to Snapchat than what was visible in Google Analytics. Let that sink in for a moment. If Nutrimuscle had relied solely on last-click attribution, they would have completely missed this opportunity.

Armed with these insights, Nutrimuscle made a bold move. They increased their Snapchat budget by 17% from Q2 to Q3. The result? A whopping 45% increase in revenue, with CAC falling and ROAS rising 22% compared to the previous quarter.

Now, I'm not saying Snapchat is the magic bullet for every nutrition brand. The point is that without comprehensive, multi-touch attribution, Nutrimuscle would never have uncovered this opportunity. They found their digital "Centre Court," so to speak.

So what does this mean for you, dear CMO? Well, it's time to ask yourself some tough questions. Are you really getting the full picture of your marketing performance? Or are you making decisions based on partial data?

The reality is the customer journey is more complex than ever. Your potential customers are bouncing between channels, devices, and platforms before making a purchase. They might see your ad on Instagram, watch a video on YouTube, and then finally convert after a Google search. If you're not tracking that full journey, you're flying blind.

But here's the good news: with the right tools and approach, you can get that full picture. You can uncover your brand's hidden opportunities, just like Nutrimuscle did with Snapchat. You can make data-driven decisions that lead to real, measurable growth.

So as you're planning your next marketing move, think like Waterdrop. They didn't just sponsor any sport – they found the one that perfectly aligned with their brand and product. In the digital world, that means looking beyond the obvious channels and metrics. It means digging deeper, asking tougher questions, and being willing to challenge your assumptions.

Who knows? Your brand's Snapchat moment might be just around the corner. But you'll never know unless you're willing to look for it.

The ball's in your court, CMOs. Are you ready to up your game?