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Campus Protein is changing the way university students get their workout supplements. It started when its founders got fed up paying too much for supplements, so they decided to order wholesale and sell to their peers. According to CMO Tarun Singh, they kept costs low by using word-of-mouth marketing and selling exclusively online, thereby bypassing typical expenses their competitors faced.
Five years after its founding, Campus Protein has reps to spread the word on over 200 American university campuses, and it has grown revenue 100% year over year since 2012.
“Peer-to-peer recommendations are a big part of our business, but they can only do so much,” Singh explained. Campus Protein needed a way to engage its youthful customer base at scale. “Our demographic is always on social media and we have over 50,000 followers on Instagram. We needed a way to meet them on every social network, every day in every way.”
“It was a given that we needed reviews, but we knew that without a way to show them off to our followers, we wouldn’t be getting all the value we could out of them” Singh said.
“Yotpo was an obvious choice for us. No other solution had the advanced social capabilities that would help us accomplish our goals,” Singh said.
“Social Push sounded awesome. We have tons of followers on Facebook and Twitter, so automatically sharing our reviews there just made sense,” Singh explained. “But social ads are what sealed the deal. Our audience — fitness-oriented university students — is all over Instagram, so being able to easily create Instagram ads out of reviews clicked for us.”
Campus Protein has collected 1,800 reviews and counting. But the magic really happened when they began turning that content into ads. On its first Instagram ad, Campus Protein saw 23 conversions with an average cost per conversion 45% less than what it had paid on regular Instagram ads in the past.”
“When people see our reviews on social media, they see the real voice of our customers, not some gimmicky ad,” Singh explained. In all, “Yotpo helps our marketing come full circle. Our reviews aren’t just sitting on our site; they’re actively working for us.”
“If an ad or campaign isn’t successful, don’t give up. You have to experiment and see what sticks; that usually won’t happen immediately. With a little bit of patience, the willingness to try out different platforms and ad types, and a decent methodology, you’ll have plenty of successful campaigns.”
When people see our reviews on social media, they see the real voice of our customers, not some gimmicky ad.
- Tarun Singh, CMO of Campus Protein