Skincare Brand Case Study: Transforming Multi-Touch Channels into Revenue Growth
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Case Study
Beyond Awareness: Navigating the Skincare Consumer Journey to Triple Revenue
In the dynamic world of skincare, our recent success story stands out as a beacon of creative marketing prowess. Over the past 28 days, we orchestrated an impressive 226.7% surge in revenue and a 52% boost in conversion rates. This feat wasn’t accomplished through a singular magic trick, but through a harmonious dance of multi-touch channels that spanned across search, social media, and email marketing.
Role
Head Media Buyer and Strategist
Project Goal
Project Goal: Maximizing ROAS through Facebook and Google Advertising
Increase in CTR
CPL reduction
Cost Per Lead
Mastering the Google Search Ads:
Our strategy kicked off with a meticulously crafted search campaign. Imagine three core search campaigns working in concert with a display remarketing campaign. While our primary goal was to drive conversions, we didn’t settle for mere clicks. Our focus was on engaging users deeply, as evidenced by the average session duration of over 60 seconds. This immersion strategy moved users beyond the surface-level awareness, propelling them into the realm of consideration.
Display Remarketing's Subtle Nudge:
Picture this – your ad appearing on popular websites like YouTube and weather.com. Although these image ads might not always get clicked, they serve as delightful reminders for past visitors. A gentle nudge to keep our skincare brand at the forefront of their minds. With this seed planted, many of these visitors would later embark on an independent journey, either through SEO searches, email campaigns, or social media retargeting.
Facebook and Instagram Ads
The dynamic duo of Facebook and Instagram entered the scene, aligning perfectly with the consumer decision funnel. Our awareness ads were akin to casting a wide net, capturing the attention of those unfamiliar with the brand. The algorithm, in all its wisdom, worked its magic to find users primed for cart additions. While direct purchases occurred, our primary aim was to spark the awareness-to-consideration transition. This strategic approach effectively channeled cold traffic into the discovery phase.
Audience Building with a Twist:
Our secret weapon? Lookalike audiences. Leveraging data from Amazon customers and past website purchasers, we formulated lookalike audience segments. Starting conservatively with 1% and 2% lookalikes, our confidence grew as success bloomed. Gradually, we expanded these segments to 3%, 4%, and beyond. The pinnacle was achieving over 50 weekly cart additions. It was at this juncture that we unleashed 10% lookalike ad sets, achieving remarkable outcomes at a reasonable cost.
Retargeting Reimagined:
The power of retargeting lay in its precision. Crafting ad sets tailored to those who recently visited our website within the past 30 to 45 days was our secret weapon. As data flourished, we ventured further, testing the effectiveness of retargeting across 60 days, 90 days, and beyond. The golden rule? A ROAS (return on ad spend) above one. These retargeting ads served as subtle whispers of our brand, inspiring potential customers to make that final leap, whether through email, SEO, or other channels.
Navigating the Nonlinear Customer Journey:
The days of the linear path to purchase are relics of the past. Our strategy capitalizes on the intricate consumer journey – from awareness to consideration to purchase. Search ads that deepen engagement and drive conversions remain invaluable. Display ads act as elegant nudges, and Facebook ads guide awareness-stage users towards consideration. The retargeting campaign, a true masterpiece, keeps our brand afloat in the minds of past visitors, aiming for a commendable ROAS of 2-4.
Conclusion:
In conclusion, our case study underscores the profound impact of embracing a multi-touch channel approach. By understanding and harnessing the diverse touchpoints along the customer journey, our skincare brand achieved phenomenal growth. Through dynamic strategies in search, social media, and retargeting, we navigated the intricate path to purchase, proving that the road to success is a vibrant, multifaceted adventure.
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Are you eager to breathe new life into your digital marketing efforts? Reach out and let’s explore how the ‘See, Think, Do’ strategy can unlock a world of ROI for your business. Your success story awaits!
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