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The Perfect Blend: How Just Spices’ Data-Driven Marketing Mix Powered a Record-Breaking Sale

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<2%

of TikTok conversions identified by Last Click attribution

lowest blended monthly CPA on record during Summer Sale

After launching in Germany in 2014, Just Spices quickly gained a loyal customer base with its playful packaging and premium seasoning mixes. However, as they expanded, they struggled with limited visibility from Last Click for their middle and upper funnel marketing activities.

Getting the perfect marketing mix is not so different to crafting the ideal spice blend — both require a careful balance of ingredients. For Just Spices, Fospha’s full-funnel view took the guess work out of their marketing mix, giving them the data they needed to make optimizations for their Summer Sale. Using Fospha's insights, they almost doubled spend in TikTok with incredible results. Here's how they did it:

Table of Contents

The Problem The Solution The Results Phase 2 The Bottom Line The Science

Just Spices onboarded to Fospha in May 2024 with year-on-year data from day one, allowing them to start making optimizations straight away.

One thing was very clear: Last Click attribution had seriously undervalued Just Spices’ Paid Social channels.

By taking into account clicks, impressions, and third-party data, Fospha attributed 6X more conversions to Paid Social than Google Analytics reported for Q1 2024.

For TikTok this discrepancy was even more striking, with Google Analytics capturing just 2% of the conversions Fospha attributed to the platform. Without Fospha, Just Spices would have been left with a blind spot of 98% of their TikTok performance.

Just Spices’ Recipe for Summer Sale Success

With Fospha’s full-funnel view of their marketing, Just Spices could confidently make optimizations to their marketing mix. For their two-week Summer Sale in June, they shifted budget from bottom-of-funnel activities to their Paid Social channels, increasing TikTok’s share of spend by 47%.

During the sale, Just Spices’ TikTok campaigns were highly effective, with web visits from TikTok soaring by 500% and conversions increasing by 143%.

Prior to the sale, TikTok was already one of Just Spice’s most revenue-efficient channels with its ROAS sitting 43% higher than the blended average. At higher spend levels TikTok remained incredibly efficient, with ROAS remaining stable despite channel spend more than doubling, while channel CPA improved by 8%.

By reallocating budget to TikTok, Just Spices achieved remarkable efficiency gains at a blended level.

While sales periods do typically improve efficiency metrics, their Summer Sale was exceptional: ROAS surged by 85%, and CPA halved, marking June 2024 as the lowest monthly CPA on record since April 2023.

The results:

<2%

of TikTok conversions identified by Last Click attribution

lowest blended monthly CPA on record during Summer Sale

"Halo really helps us with overall with event planning, campaign planning, and investment choices. It provides data that previously was a gap for us, so we can better plan an promote a key sales channel"

Calvin Lammers

SVP Digital & Media

How it works

Just like a dash of the perfect spice can transform a dish, leveraging Fospha's full-funnel insights and investing in TikTok made all the difference to Just Spices' Summer Sale. Their TikTok campaigns not only drove incredible efficiency at a channel level, but also delivered record-breaking blended KPIs.

With this promising start, we're excited to follow Just Spices’ continued journey and future triumphs with Fospha.