THE CLIENT’S SUCCESS STORY
Celebrity-led Brand, the premier artificial nails brand in India was struggling with stagnation in Facebook ads
Hitting ROAS of below 2 and unable to move past 5L+ revenue mark
1. THE BACKGROUND (Problem Identification)
The business is into selling Artificial-Nails
This brand was facing significant challenges with its Facebook Ads campaign. Over the past 90 days, the company had been struggling to achieve a Return on Ad Spend (ROAS) of above 2. This meant that their advertising efforts were not yielding the expected results, and they were far from achieving profitability.
Upon closer examination, several issues were identified as the root causes of their struggles:
Quality of Audience: The targeting and audience selection for the ads were not optimized. This led to irrelevant traffic and poor conversion rates.
Over-Reliance on Retargeting Audience: The campaign was over-indexing on existing audience, which can be expensive and not always the most effective way to reach potential customers.
Poor Creative Diversity: Brand had been churning the same creative type all this while, without any thought into whether it is performing or not
Founder-face: Despite being a celebrity-led brand they were rarely using the celebrity-owned audience to target and use in the ads
3. THE GOAL
Gain new customers for the business, and generate sales from the website and get to 3+ ROAS
The primary goal of this campaign was to turn around the underperforming Facebook Ads campaign and achieve a profitable ROAS of above 3. This meant not only increasing revenue but also maximizing profitability.
4. THE SOLUTION
A strategic buyer journey
Creation of a dedicated campaign exclusively set up for laying the foundations right and testing the creatives for scale and learning
To achieve this goal, a comprehensive plan was developed:
Creative Diversity – Tested various creative formats, including images, carousel ads, and video ads. This strategy aimed to identify which type of ad creative resonated the most with their target audience. The goal was to make the ads visually appealing and relevant to the audience.
Testing Offers – Found that offering a 20% discount proved to be effective. This discount likely served as a strong incentive for potential customers, encouraging them to make a purchase.
Incorporating Influencers – To enhance the credibility and appeal of the ads, the company decided to collaborate with influencers. By featuring influencers in their ad creatives, they aimed to build trust with their target audience. Influencers can connect with customers on a personal level and provide authentic recommendations
Optimizing Celebrity Endorsements – We company worked on optimizing the use of celebrities in their ads. This likely involved selecting celebrities who had a strong alignment with the brand and its target audience.
Website Improvement – The performance of the Facebook Ads campaign is closely tied to the website’s functionality and user experience.
6. Performance
With 22 Lakh in spends and 71 Lakh in revenue
By the end of 4 months, the growth promised was over-delivered and met with targets set earlier
