Client Overview:
A mid-sized cosmetic brand specializing in skincare products for women, aged 18-45, wanted to increase its online presence, drive traffic to its e-commerce site, and boost sales. The brand had a decent following on social media but was struggling to convert that engagement into direct sales.
Objective:
- Increase brand awareness
- Drive traffic to the e-commerce site
- Convert traffic into sales
- Build a more substantial customer base
Challenges:
- Low conversion rate despite high engagement on social media
- Competition from larger established cosmetic brands
Strategy and Execution
1. Identifying the Target Audience
The first step was to refine the audience targeting:
- Demographics: Women aged 18-45, skincare enthusiasts, beauty-conscious individuals
- Behavioral Targeting: People searching for skincare solutions, anti-aging products, acne treatments, and those interacting with beauty and wellness content
- Lookalike Audiences: Created from existing customers and social media followers.
2. Platform Selection
Given the client’s target demographic and the visual nature of their products, Facebook and Instagram Ads were chosen due to their high engagement rates and strong targeting options. Google Search and YouTube Ads were used for search intent and visual discovery.
3. Creative Development
The brand’s product range was showcased through engaging, high-quality video ads, and carousel ads The ads highlighted:
- Product benefits
- Social proof (customer reviews)
- Limited-time discounts or offers
Results
1. Increase in Traffic:
- The Traffic Campaign drove over 50,000 visits to the website within the first month.
- The Click-Through Rate (CTR) for the ads was 2.5%, higher than the industry average of 1.1%.
2. Brand Awareness:
- The Brand Awareness Campaign generated over 500,000 impressions and increased Instagram followers by 30%.
- The engagement rate on Instagram increased by 40%, with users interacting more with product posts.
