BILT is a revolutionary rewards and credit program that came to Hawke Media for an outsourced CMO.
BILT gets a new payment method in the hands of renters on their journey to become homeowners, but it was hard to cut through the noise and new customers were too expensive. The company on-boarded Hawke media for a comprehensive strategy audit, consistent testing and reporting, and a revolutionized acquisition funnel.
Hawke Media started by adding several new paid media channels to BILT’s customer acquisition strategy. Hawke spent the first quarter testing different creative assets, targeting, and messaging to see where there was room for optimization.
In the first three months with Hawke Media, BILT saw several channels reach their “floor” in terms of CPA (cost per acquisition), meaning no changes in the ad creation could further improve performance. However, BILT identified TikTok and Meta as two channels with the most opportunity for growth and continued to work with Hawke to improve those channels.
Hawke immediately took steps to protect the brand from being banned by social advertising channels.
One of the biggest changes Hawke made to the Meta Advertising program was changing how the product was framed in the platform. By identifying as a credit-based product, Hawke was significantly limiting the potential reach of ads. However, it also protected BILT from legal repercussions and it enabled Hawke to reach more targeted customers, ready to convert.
Hawke took the same precautions on BILT’s other most successful channel – TikTok. Here, Hawke shifted the target demographic from top-of-funnel, where ads seemed to get lost in the noise, to bottom-of-funnel tactics, where conversion could be measured directly. This limited reach and even decreased clicks, but the bold move immediately boosted click-through rates and conversions.
Hyper-targeted audiences improved purchase volume and decreased cost per acquisition.