Brand: MudGear
Industry: Ecommerce, performance apparel / compression socks
Services: Meta ad management, creative strategy, creator sourcing through Trybe
About MudGear
MudGear is a performance compression sock brand and apparel brand that has been in business for over 13 years. The brand earned a loyal following in the OCR world, and their socks are known for being tough, comfortable and made to last.
The Challenge
MudGear’s in house team was running their own Meta ads. They were testing creatives, but without a clear creative strategy behind them. That left them with a few big problems:
One small audience. Their ads focused almost entirely on obstacle course racers. That niche had been great to them, but it was small.
Winners they couldn’t explain. An ad would take off every so often, but nobody knew why, so there was no clear way to build on it.
Profitability dropped when they scaled. Every time they raised ad spend, profitability fell, and they couldn’t pinpoint why.
Too much bottom of funnel. Most ads went to retargeting audiences with discounts. The same people kept seeing the same offers, and very few new people entered the funnel.
The Strategy
1. Research before any creative
Every new partnership starts with in depth research before we design a single ad. We want to understand MudGear’s brand, customers and competitors, and what truly sets them apart.
2. Finding the gap in their past ads
We analyzed every past creative to see what worked and why. Nearly all of their ads were built for the bottom of the funnel, speaking to people who already knew MudGear. Without top of funnel creative, the audience wasn’t growing. Raising spend just meant showing the same ads to the same people more often.
3. Building a creator program with Trybe
To fill the top of the funnel, we needed a lot more creative that spoke to more than just obstacle course racers. We took over MudGear’s creator sourcing on Trybe and were able to diversify video messaging to speak to audiences in recovery, running, golf, hunting, and everyday compression for people on their feet all day
4. Improving the offer and the site
While the creative did the heavy lifting at the top of the funnel, we also adjusted the offer and made website changes to help more of the right visitors convert.
The Turning Point
The turning point came when we introduced creator footage into the account. As top of funnel prospecting creative, it filled the funnel with new people fast. That unlocked everything else: more purchases, a lower cost per acquisition and a higher ROAS. Combined with the offer changes, the conversion rate climbed too.
The Results
45% lower CPA
Meta conversion rate up from 2.7% to 6.2%
65% higher ROAS
+200% increase in diverse creative output
Consistent month over month growth in ad spend
The ad account is now performing the best it ever has, at the highest ad spend the brand has ever run.
In MudGear’s Words
“I can highly recommend Sammy for Meta Ad strategy and account management. She takes the time to truly understand your brand and customers. She helped us double our creative output, and the results are fantastic. So far, we’ve been able to drop CPA by 45% and increase the conversion rate from Meta traffic from 2.7% to 6.2%. Those results speak for themselves, but she’s also just a great person to work with!”
Alex Thrasher, MudGear
What Made the Difference
MudGear didn’t need more ads that made the product look good. They needed a strategy built on a deep understanding of their customers, and enough fresh, varied creative to reach everyone who could benefit from their socks. Moving beyond a single niche, adding real top of funnel creative and letting creators bring the product to life turned their ad account around.
We’re still working together, and I’m excited to keep growing MudGear bigger than ever.
Want results like this for your brand? If you’re an ecommerce brand ready to reach new audiences and scale profitably on Meta, let’s talk.
