DOE Media Makes Inc. 5000 for a third year in a row
DOE Media
DOE Media
DOE Media

Client: ta ta towels

results: 80% reduction in CPA

services:

paid social

paid search

lead generation

From Shark Tank Spotlight to Significant Growth:

Ta-Ta Towels Thrives with DOE Media’s Innovative Advertising Strategies

Ta-Ta Towels, founded by Erin Robertson, offers a unique, patented towel designed to provide comfort and relief for women dealing with under-bust sweat and discomfort. The idea was born from Erin’s personal experience when she couldn’t find a practical way to stay comfortable in hot weather.

 

Initially gaining national attention on Shark Tank, Erin chose to reject an offer from the sharks so she could focus on ethical production over rapid overseas expansion, keeping manufacturing within the United States.

To accelerate growth sustainably, Ta-Ta Towels partnered with DOE Media, leveraging strategic digital advertising to significantly scale their business.

The Challenge

Ta-Ta Towels faced key challenges, limiting their growth potential and sales momentum:

Inventory Limitations

Their commitment to ethical, U.S.-based manufacturing resulted in frequent inventory shortages, forcing marketing pauses and limiting consistent revenue growth.

Content Creation Hurdles:

Gathering user-generated content (UGC) proved difficult, as customers were hesitant to publicly share images of themselves wearing the product, complicating ad creation and authenticity.

Complex Audience Targeting:

The product appeals to various demographics—women seeking comfort, breastfeeding mothers, wellness enthusiasts, and gift-givers—making precise and effective targeting challenging.

The Solutions

DOE Media developed a multifaceted approach to overcome Ta-Ta Towels’ challenges, unlock potential markets, and improve overall marketing efficiency:

In an advertising landscape where many rely solely on broad campaigns and automated tools, DOE Media understands the enduring value of strategic audience testing. We continually explore both the latest trends and time-tested tactics to maximize campaign effectiveness. For Ta-Ta Towels, we:

Demographic Focus:

Refined target segments based on demographics (women interested in comfort, women aged 45+) and behavioral interests (gift-givers, new moms, self-care enthusiasts, and women experiencing menopause).

Interest-Based Targeting:

Conducted extensive testing across different interest groups, discovering niche, but profitable segments like wellness-focused individuals, themes like vacation/summer, and mature women seeking comfort and self-care solutions.

Refreshing Ad Copy:

DOE Media played a crucial role in updating the messaging to highlight various uses of the products and how it could appeal to different interests. We introduced refreshed ad copy emphasizing inclusivity, comfort, and product versatility to strengthen the brand’s connection with customers.

Utilizing Available UGC:

Leveraged relatable and authentic video testimonials, notably a heartfelt video of a woman in her 60s—a mentor to Erin—discussing the inclusivity and benefits of the Ta-Ta Towel, which resonated strongly with the target audience and helped boost authenticity.

To maintain momentum and engage potential customers at various stages of the buying journey, we:

Expanded Engagement Campaigns:

As a middle-funnel tactic, we expanded engagement campaigns to cultivate relationships with potential customers who had interacted with the brand online, but had not yet visited the website. We encouraged interactions on social media platforms, boosting brand visibility and community involvement.

Retargeting:

Used strategic retargeting to recapture interested visitors, reminding them of Ta-Ta Towels' unique benefits and nudging them toward purchase with cart abandon reminders and engagements after their initial website visits.

Prospecting:

Retargeting tactics were paired with prospecting campaigns that continually attracted new customers, maintaining a steady flow of potential customers.

Men as Purchasers:

Tapped into an entirely new customer segment by identifying a profitable gifting market, men buying thoughtful gifts, broadening the brand’s reach.

Bundle & Save Offers:

At our suggestion, the business introduced bundle promotions and upselling strategies, increasing Average Order Value (AOV) while offering customers additional value and helping to improve profit margins.

Medical Community Outreach:

Highlighted the product's benefits for women recovering from surgeries or dealing with medical conditions like breast cancer, thereby expanding the market reach.

The Results

DOE Media’s tailored strategies propelled Ta-Ta Towels to significant achievements and sustainable growth:

0 %

Reduction in Cost Per Acquisition (CPA):

Improved targeting dramatically reduced acquisition costs, bringing customer acquisition costs from $20 down to under $5.

Strong Sales Growth

80% Reduction in Cost Per Acquisition (CPA):

Improved targeting dramatically reduced acquisition costs, bringing customer acquisition costs from $20 down to under $5.

Expanded Audience Reach:

Successfully connected with women aged 45+, mothers, and other key demographics, increasing brand awareness and market penetration.

Efficient Scaling and Inventory Management

Maintained a highly efficient Marketing Efficiency Ratio (MER), ensuring profitable scaling of ad spend relative to revenue.
Improved inventory forecasting enabled Ta-Ta Towels to remain consistently stocked and prepared to meet surging demand, avoiding previous stock shortages.

What's Next

Having successfully navigated their initial growth phase, Ta-Ta Towels and DOE Media are poised to further expand the brand’s impact and reach:

Expand onto New Channels

Launch strategic advertising efforts on TikTok, leveraging engaging content to reach wider, younger, and highly interactive audiences.

Enhance Content Creation

Implementing strategies to make customers feel more comfortable sharing their experiences, potentially through incentives or privacy assurances.

Diversifying creative assets by developing new static images and exploring alternative content formats to continue appealing to various customer segments.

Capitalize on Trends

Introduce trendy products, such as Get Ready With Me (GRWM)-friendly headbands, aligning product launches with popular social media trends and consumer interests.

Focus on Strategic Product Launches

Prepare special promotions and campaigns—capitalizing on moments such as Black Friday and Cyber Monday—to maximize sales during peak shopping periods.

Plan and introduce new, complementary products that align with consumer behaviors and trends to consistently stimulate customer interest and repeat purchases.

Conclusion

Ta-Ta Towels’ unwavering dedication to ethical, U.S.-based manufacturing combined with DOE Media’s creative, targeted, and data-driven approach has unlocked sustainable growth and enhanced brand visibility. By continually refining advertising strategies, Ta-Ta Towels has effectively overcome initial hurdles and is positioned for long-term success.

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