Beauty brand case study

1️⃣ Detailed Brand Audit:

• We started with an in-depth audit of existing campaigns.
• Identified inefficiencies in targeting, ad formats, and the overall customer journey.

2️⃣ Building a Funnel-Based Campaign Structure:
We created campaigns based on a clear funnel strategy to reach, nurture, and convert audiences effectively:

• TOF (Top of Funnel): We Focused on single-interest targeting to build awareness instead of mixed targeting. Interests included:
  • Makeup brushes, cosmetics, makeup, fashion, and beauty brands, etc.
  • This eliminated the inefficiencies of mixed-interest targeting.

• MOF (Middle of Funnel): Targeted audiences who showed engagement with TOF ads:
  • People who watched 50%, 75%, or 95% of videos.
  • Facebook and Instagram post/ads engagers.

• BOF (Bottom of Funnel): Focused on high-intent audiences to drive conversions:
  • Website visitors from the last 180 days.
  • Add-to-cart users who didn’t purchase within 180 days.
  • Customer List

• Lookalike Campaigns:

                ◦ This helps us to target potential customers with similar interests and behaviors.

3️⃣ Content & Creative Strategy:

• We used a mix of video ads, catalog ads, and influencer videos to cater to audience preferences.
• We used 1 – 2 new influencer videos every month, each with different ad angles to ensure variety and keep the content fresh.

4️⃣ Optimization and Testing:

• Constantly tested creatives, targeting, and ad copy to identify the highest-performing combinations.
• Regularly analyzed campaign data to refine strategies and eliminate underperforming elements.

The Results:
With a systematic approach and a focus on consistency, the brand’s ROAS saw steady growth:

• From 2.5x to 3x → 3.9x → 4.5, and now 5x.
• Increased audience engagement and improved ad performance across all funnel stages.