Bespoke Post uses Varos to Save Time & Allocate Spend

about

Rishi Prabhu was always his friends’ “go-to guy” for advice on which new gadget to buy or where to find a cool new accessory. Tapping into his passion for curating the best stuff, he linked up with Steve Szaronos in 2011 and started Bespoke Post. 

Bespoke is a direct to consumer subscription service helping people discover products they’ll love. It’s website features products including an artisanal vinegar set, a high-quality raincoat, and a weekend bag that’ll make you jealous. 

As a rule, Bespoke sources its products from small businesses. And with predictable demand from Bespoke’s 300,000+ subscribers, the company enables its supply partners to scale up production and pass on cost savings to Bespoke’s customers.

Industry
Subscription Boxes
employees
90+
location
New York, NY

Challenge

“In the past few years, Facebook has been a less predictable ad platform,” said Anna Meredith, head of growth at Bespoke. Anna’s team manages all of Bespoke Post’s paid marketing channels including Facebook, TikTok, Television, Influencers and more.

“We frequently launch new campaigns, but it’s hard for us to evaluate their results. With week-over-week and month-over-month fluctuations in Facebook performance, it’s hard to see the signal through the noise,” Anna explained. “Over the past couple years, Facebook CPMs have increased about 2-3x per year in the market overall. So, when we launch a campaign and we see a higher CPM, how can we know if it was poor execution or if it was due to a shift in the market?”

“Additionally, quality benchmarks are hard to come by. It’s even harder to find benchmarks for companies with budgets of our size,” Anna said.

Solution

Bespoke uses Varos to benchmark its Facebook Ads and Google Ads performance against its peers and understand if it’s doing a good job. All of the members of Bespoke’s growth team log into Varos on a regular basis. 

Any time it launches a big campaign, Anna’s team layers in the Varos data to understand how the campaign is performing compared to the market. 

Additionally, Bespoke is in Varos’ $500K+ “peer group” of brands that have bigger ad budgets. Since results are known to vary by budget size, it’s important for them to benchmark against other companies of their size. 

Results

“Most of all, Varos saves us time when trying new things. Instead of remaining uncertain as to whether a campaign is going well, market data helps us get to a yes/no decision much quicker,” Anna explained. 

 “Varos also helps us allocate budget between channels. By seeing CPM ranges for similar companies across channels, we can more effectively allocate our budget to the ones where we have the highest chance of reaching our targets.”

“Lastly, we include Varos data in our bi-weekly reports to our company’s leadership team. Overlaying our results with the results of our peer group helps build trust that my team is data driven and knows what it's doing,” Anna concluded.

“Most of all, Varos saves us time when trying new things. Instead of remaining uncertain as to whether a campaign is going well, market data helps us get to a yes/no decision much quicker.”

Anna Meredith
Head of Growth at Bespoke Post

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