Increase Ads Conversion: Learn from TruEarth's OPP Strategy!

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Hey all today we are back with another brand’s strategy deep-dive. So let’s get started.

TruEarth is a D2C brand founded in 2019 by Ryan McKenzie and Brad Liski. It's renowned for its eco-friendly laundry detergent sheets, offering a convenient and sustainable alternative to traditional detergents in plastic bottles.

In 2024 it crossed $100 million in revenue in the US alone and achieved a massive YoY revenue growth of 160%.

Now let’s try to figure out how Ryan McKenzie, Co-founder and Chief Marketing Officer of  TruEarth developed a strategy to increase Bottom of Funnel(BOF) conversions using OPP.

But before we start, allow us to introduce you to Stack Influence, a platform facilitating brands in connecting with influencers.

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What is OPP ?

OPP stands for Other People’s Posts.

It's not about merely white-labeling an influencer's Instagram post and directing traffic to it. 

Instead, they are existing blog posts about your product. These are authentic reviews penned by everyday customers who happen to have a platform where they share their experiences.

Ideally, such content articulates the poster's initial concerns about ordering your product, their expectations, and most crucially, how well it met those expectations. Here’s an Example of TruEarth:

Find one more example here.

Why does it work ?

When making purchasing decisions, we often turn to online searches like "Best gaming phone 2022," sifting through reviews for validation rather than reasons to avoid buying.

TruEarth’s objective was to position this Other People's Perspective (OPP) in front of those on the fence, transitioning them from merely contemplating their products to becoming proud owners of it.

Having understood OPPs and it’ importance, let’s move on to understand how TruEarth leveraged OPPs to increase conversions.

TruEarth divided this strategy into three essential phases : 

#1 Getting OPP and UGC about your product

For emerging brands without existing Other People's Posts (OPPs), creativity is key. Approach niche bloggers and offer your product for honest reviews. You don't need coverage from major outlets; authentic reviews from bloggers can offer valuable social proof.

#2 Onboarding the Influencer of OPP

Assuming now having started to get organic posts and blogs about your brand, here are the steps to leverage this content effectively:

1. Best Case: Reach out to the authors and request they tag your brand in a branded post or whitelist your Facebook Ad account. This allows you to advertise using their Facebook page, lending authenticity to your ads. While some authors may do this in exchange for free traffic, others might require payment.

2. Next Best Case: Offer the author a licensing fee or suggest they join your affiliate program. By becoming affiliates, they grant you access to their page, you send traffic, and they earn affiliate commissions. This mutually beneficial arrangement incentivizes them to write more reviews and promotes a win-win outcome. The picture below depicts the same.

3. Third Best Case: If authors decline partnership, utilize services like Snip.ly to embed call-to-action links in their content, potentially increasing clicks to your site.

Once you've onboarded the authors, you're ready to utilize the content effectively. For TruEarth there are pieces of organic content posted every few days, making it easier for them to test as plenty of content is there.

#3 Targeting Users to increase Conversions

Using Fb media buying is akin to playing golf, where this tactic functions best as you approach the hole.

Your top-of-funnel ads drive the ball towards the green, while the OPP act as your putter, sinking the putts once you're on the green.

For targeting, TruEarth found the best results by focusing on visitors who added items to their cart in the last 30 days. However, success can extend up to 180 days for cart-adders. Still Ryan advises to segment the audience into less than 30 days and greater than 30 days to optimize performance.

Remember, not every post will be a winner. Testing multiple posts is essential to find what resonates with your audience.

After finding a successful post, utilize your current customers for engagement. Send them an email linking to the recent review on Facebook ads, prompting them to comment on their favorite product features.

PS: If you have any comments/questions, we'd love to hear them. Just hit reply!

TruEarth's OPP strategy was a resounding success. By effectively engaging with authors and leveraging abundant organic posts about their products, they identified high-performing content, enhancing their user-generated content (UGC) and bolstering social proof. This culminated in increased conversions, achieving their primary objective.