A Beauty Brand's Glowing Results

HOW ONE BRAND GREW ONLINE REVENUE AND ACQUIRED NEW CUSTOMERS USING A CUSTOMIZED DIGITAL MARKETING STRATEGY

A Beauty Brand's Glowing Results

HOW ONE BRAND GREW ONLINE REVENUE AND ACQUIRED NEW CUSTOMERS USING A CUSTOMIZED DIGITAL MARKETING STRATEGY

+ 0 %
Increase in Site Conversions Fueled 83% Revenue Growth
+$ 0
IN New Customer Revenue From $300k Cold Audience Ads
+ 0 %
RoAS Achieved from a Spend Increase of Only +15%

THE CLIENT

CHALLENGES

HOW EXCLUSIVE INCREASED PROFITABILITY

SOCIAL ADS

PAID SEARCH/PRODUCT ADS

More purchase paths spark new customer growth

This customer-favorite skincare brand turned to EXCLUSIVE to create a digital marketing program that would accelerate the brand's sales by offering consumers choice and convenience.

The brand had struggled to balance growth on its own site without cannibalizing traffic from its major retail reseller. Committed to offering consumers the choice of where and how to shop, the brand needed to provide a stellar multi-channel shopper experience that also satisfied partners.

The brand noticed that its existing marketing strategy was not driving enough new customers. EXCLUSIVE's mission was two-fold: create a performance marketing program with great base growth and ROI while also balancing brand-forward advertising that also satisfied resellers.

They had the creative & fans but needed a growth plan

a customized paid ads strategy pays off

Understanding Buyer Personas

EXCLUSIVE identified two key shopping personas for the client’s brand:

  • Methodical Shoppers: Those with a checklist that needs to be met before they consider buying a product. In this case: natural ingredients, vegan, and cruelty-free.

  • Social Shoppers: Those who need pre-purchase social proof and rely heavily on reviews.

EXCLUSIVE Mapped the Customer Journey and Segmented Purchase Stages

PRESALES

  • Zero-purchase cold audience targets
  • Zero-purchase remarketing audience targets

Each stage of the customer journey required a unique strategy. EXCLUSIVE's Paid Ads team targeted new customers with social video ads featuring the client’s best gateway products. For methodical shoppers, we touted features such as natural ingredients. For remaining non-buyers, EXCLUSIVE followed up with video ads featuring reviews and testimonials that gave social shoppers validation to purchase.

BUYERS

  • Post-purchase cross-sell targets
  • Post-purchase replenishment targets

A data-driven post-purchase strategy followed. Powered by EXCLUSIVE Smart Feeds technology, complementary cross-sell products were identified based on purchase history and then used in ads served 1-2 weeks after purchase. Over the course of the following three months, EXCLUSIVE ran ads reminding past buyers to replenish their stocks. This also helped increase customer lifetime value.

Paid Search Pays Off

Along with optimizing the customer journey on social, EXCLUSIVE balanced the client’s paid search strategy. Using a proprietary campaign methodology called Search Query Funneling, EXCLUSIVE gained control of the search results page, balancing impression share for key terms with reseller visibility.

Product feed optimization boosted visibility for top-of-funnel non-branded terms while driving CPC down. This started a profitable growth phase that allowed expansion into top-of-funnel ad types on YouTube and Pinterest. These tactics increased visibility for non-branded searches and accelerated new customer growth.

Exquisite RESULTS Achieved

EXCLUSIVE met and exceeded the client's goals by generating incredible YoY results measured both at the channel and website levels:

  • Brand Site Performance: 83% revenue increase from a 113% conversion lift.
  • Product Ads: 40% revenue lift driven by a 50% conversion.
  • Social Ads: 318% revenue increase from a 97% spend increase where cold audience and new customer remarketing generated 94% of the revenue lift.

WANT AMAZING RESULTS LIKE THESE?

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A Trusted Partner in eCommerce

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