Leaf was approached by Bear Grylls Ventures (BGV) in spring 2019 to help launch and grow Bear Grylls’ new eCommerce store.
Leaf was tasked with developing and executing a performance marketing strategy for paid social, to deliver significant sales growth, in collaboration with BGV and their eCommerce management partner, Retrofuzz.
Challenge
Bear Grylls Ventures (BGV) is a management and production company based out of the UK. BGV manages all television, film, books, licencing and endorsement deals for Bear Grylls.
Bear Grylls Ventures turned to Leaf to help launch and grow its eCommerce store through Leaf’s signature Signal, Strategy, and Attribution framework.

Strategy
We split the Bear Grylls Ventures eCommerce project into 3 key phases
Prelaunch – Building an initial customer base for the store using an incentivised email signup campaign across Facebook & Instagram: “15% discount on your first order”.
Store launch – Customer prospecting, audience/product testing and segmentation in Q3/Q4 leading up to the Q4 sales period.
Q4 sales period – Sales discounting and product bundling over Black Friday, Cyber Monday and the ’12 Days of Christmas’ periods.

Services
Facebook Pixel & Catalogue audit, implementation and maintenance to ensure maximum signal quality throughout the project.
Selective audience targeting through Bear Grylls’ existing social media audiences, email list, existing customer retargeting, interest clusters & lookalike targeting, across key eCommerce territories
Multivariate creatives testing across all placements & platforms featuring Bear Grylls, products & Bear Grylls with products (with and without logo).
Updating store and social media profiles to match season specific ad creatives for Black Friday/Cyber Monday and the Christmas period.

7X
ROAS
114%
email subscriber growth
4X
sales growth
Results
We hit BGV’s yearly email signups target in 2 weeks and achieved a profitable return on ad spend (ROAS) through smart targeting & optimisation; we doubled the ROAS target for the Q4 sales period.
Bear Grylls Ventures turned to Leaf to help launch and grow its eCommerce store through Leaf’s signature Signal, Strategy, and Attribution framework.
Approach
Audience, product, creative and territory testing to deliver insight, customers and profit.

