Client Overview:

A well-established cosmetic brand, known for its high-quality skincare products, was launching a new product: a luxury anti-aging serum. Despite having a loyal customer base, the brand needed to create buzz, generate excitement, and drive sales for the new launch.

Objective:

  • Successfully launch and promote the new anti-aging serum
  • Drive immediate sales and brand awareness
  • Build anticipation and excitement around the new product

Challenges:

  • Limited initial awareness for the new product
  • Competing in a saturated skincare market
  • Ensuring high sales volume during the product launch period

Strategy and Execution

1. Audience Targeting

To ensure the product launch reached the right people:

  • Demographic Targeting: Focused on women aged 30-55, particularly those interested in anti-aging, skincare routines, and luxury beauty products.
  • Lookalike Audiences: Created from the brand’s existing customer data, focusing on individuals who have previously purchased high-end skincare products.
  • Interest Targeting: Targeted users who followed skincare influencers or engaged with content related to anti-aging, wellness, and beauty.

2. Platform Selection

  • Instagram and Facebook Ads: Chosen for their visual nature and highly engaged beauty-conscious audience. Ads featured high-quality product imagery and testimonials.
  • Google Search Ads: Used to capture search intent from users actively looking for anti-aging solutions.

3. Creative Development

The ads were designed to:

  • Showcase the Product’s Unique Selling Points: High-quality ingredients, visible results, and its luxurious feel.
  • Create Urgency: “Limited time only – Get 15% off your first purchase!”
  • Leverage Social Proof: Incorporated customer testimonials, influencer endorsements, and expert reviews.

Results

1. Brand Awareness Boost:

  • The Awareness Campaign generated over 90000 impressions across Facebook and Instagram.
  • The brand’s Instagram followers grew by 25%, thanks to the engaging and visually compelling ads.

2. Strong Engagement:

Engagement rate on Instagram ads was 4.5%, significantly higher than the industry average of 1.1%, reflecting strong user interest in the new product.

3. High ROAS:

  • Return on Ad Spend (ROAS) reached 6:1, meaning the brand earned $6 for every $1 spent on paid ads.
  • The CPA decreased by 20% as retargeting strategies optimized the sales funnel.

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