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VIDEO

Chris Lang

https://scontent-iad3-2.xx.fbcdn.net/v/t39.35426-6/481502082_1446783176281313_7133137810469392974_n.jpg?stp=dst-jpg_s60x60_tt6&_nc_cat=109&ccb=1-7&_nc_sid=c53f8f&_nc_ohc=OUReJcXPjPwQ7kNvgEApQoz&_nc_oc=AdhJe41agV9cGQOihJebTLI8DnG-mmXHsBluW6j2P1CEllrcxW7OOY3nAtK80J1oeYTZnO62-HM-jWIW10G_6CrZ&_nc_zt=14&_nc_ht=scontent-iad3-2.xx&_nc_gid=AXzSah3vUgrFVe4Z-I6Unob&oh=00_AYDj_8JMDfJ5InTyKqBw9kwkuz6gdWkYG3l6wfrhG0Z6LQ&oe=67C2F184

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Fresh Chile Last 365 (+46%) 🌶️
• Ad Spend: $1,369,669
• ROAS: 3.81
• NC-ROAS: 1.89
• MER: 26%
• Web CR: 5.06%

YTD (+17%) 🔥
• Ad Spend: $272,051
• ROAS: 3.01
• NC-ROAS: 1.55
• MER: 33%
• Web CR: 4.15%

Last 30 Days (+29%) 🫡
• Ad Spend: $145,469
• ROAS: 2.95
• NC-ROAS: 1.38
• MER: 34%
• Web CR: 4.09%

Last 7 Days (+14%) 🏁
• Ad Spend: $30,596
• ROAS: 3.58
• NC-ROAS: 1.48
• MER: 28%
• Web CR: 4.07%

Here’s the Reality

This past week, we bounced back big time. After last week’s dip, we made aggressive moves, and it paid off. Sales jumped 55% over the previous weekend, ROAS climbed 24%, and we’re up 17% YTD while spending 20% less on ads. ROAS is also up 47% over last year.

The internal giveaway worked, and it worked fast.

What’s Working?

🔥 The $10K Giveaway – We launched it Friday afternoon, and by the weekend, sales surged 55% over the previous weekend. The hype was immediate, and engagement skyrocketed. Scarcity + urgency = results.

🔥 On-the-Fly Execution – We didn’t overthink it. I had our designer knock out creative assets on Friday, and by Friday evening, Randy, Jenna, and I were in Hatch filming promo content. We turned it around fast, and the momentum followed.

🔥 ROAS Efficiency – We’re spending less and earning more. Ad spend is down 20% YoY, but our ROAS is up 47%. Our best weeks are coming from owned audience engagement, not just paid reach.

What’s Not?

⚠️ Over-Reliance on Promotions – The giveaway worked, but we need balance. We can’t depend on promotions alone to drive volume.

⚠️ Scaling Requires More Infrastructure – Pre-orders and giveaways work, but fulfillment needs to keep up. Our 3PL decision needs to be finalized ASAP if we’re going to keep this pace.

What Do I Need to Implement This Week?

✅ Double Down on Giveaway Hype – We need weekly updates on social + email to keep momentum up. More testimonials, more real-time engagement, more urgency.

✅ Lock in 3PL Decision – We’re already operating at full speed. If we don’t have the right logistics in place, we won’t be able to scale the next wave.

✅ SEO Execution Starts Now – Hatch Chile search volume is about to spike, and Randy and I are locking in our SEO strategy to secure the #1 spot by August, driving organic growth and lowering customer acquisition costs.

♠️ Ace Up the Sleeve?

More Owned Media = More Sales – Our best-performing ads? Organic-style content that feels native, real, and urgent. The $10K Giveaway promos outperformed standard ad creatives because they tapped into the community feel of Fresh Chile. We need to lean further into storytelling with every launch.

Best Performing Creative

🎥 The $10K Giveaway video with Randy & Jenna – Simple, fast, engaging, and tied directly to a clear incentive. This campaign gave us a 55% weekend revenue increase and a 24% boost in ROAS.

🚀 The takeaway? When we move fast, keep it real, and give people a reason to act NOW, they do. We need to keep that energy alive.

Chris Lang

https://www.facebook.com/chrislangsocial/

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