Platform: Facebook Ads
Objective: Drive e-commerce sales and increase brand awareness
Background:
Sonsie Skin, a premium skincare brand based in Finland, approached us to enhance their online sales and boost brand visibility in the competitive skincare market. With a focus on natural ingredients and sustainable practices, Sonsie Skin wanted to reach a broader audience, especially targeting women aged 25-45 who are passionate about skincare.
Challenges:
- Competitive Market: The skincare industry is saturated, making it difficult to stand out.
- New Market Penetration: Sonsie Skin needed to expand its customer base beyond its existing clientele in Finland.
- Conversion Optimization: While the website was visually appealing, the brand had not fully optimized their conversion funnel.
Strategy:
- Audience Targeting:
- Demographic Targeting: Focused on women aged 25-45, primarily in urban areas of Finland, with an interest in skincare, beauty products, and sustainable living.
- Lookalike Audiences: Created lookalike audiences based on Sonsie Skin’s existing customer data, targeting those who showed similar online behavior.
- Retargeting Campaigns: Engaged users who had visited the website but hadn’t made a purchase, offering them personalized discounts and reminders.
- Ad Creative:
- Carousel Ads: Highlighted the key products, including bestsellers and new arrivals, with high-quality images and short, impactful descriptions.
- Video Ads: Produced short, engaging videos showcasing the benefits of natural skincare and demonstrating product usage. These ads focused on the brand’s core values, such as sustainability and natural ingredients.
- Dynamic Product Ads: Leveraged Facebook’s Dynamic Ads to automatically promote the most relevant products to users based on their browsing behavior on Sonsie Skin’s website.
- Ad Placement:
- Automatic Placements: Allowed Facebook to optimize ad delivery across multiple placements, including Instagram, Facebook News Feed, and Stories.
- Localized Messaging: Tailored ad copy to resonate with the Finnish audience, emphasizing the local availability of products and fast shipping times within Finland.
- Budget Allocation:
- Initial Testing: Allocated 20% of the budget to A/B testing different creatives and audiences to identify the most effective combinations.
- Scaling Successful Ads: Once the winning creatives and audiences were identified, 80% of the budget was shifted to scaling these ads, optimizing for conversions.
- Optimization:
- Daily Monitoring: Kept a close eye on ad performance, making necessary adjustments to bids, budgets, and targeting based on real-time data.
- Conversion Rate Optimization (CRO): Provided suggestions to the client for improving the landing pages to enhance the overall user experience and increase the likelihood of conversions.
Results:
After 30 Days:
- Total Sales: €42,800 (from Facebook Ads alone)
- Return on Ad Spend (ROAS): 4.3x
- Total Ad Spend: €10,000
- Conversions: 1,285 purchases
- Cost Per Purchase: €7.78
- Click-Through Rate (CTR): 5.6%
- Total Impressions: 2.3 million
- New Email Subscribers: 1,500 (from lead generation ads offering a 10% discount on the first purchase)
- Average Order Value (AOV): €33.30
Key Takeaways:
- Audience Targeting: The combination of lookalike audiences and retargeting was instrumental in driving high-quality traffic that converted at a profitable rate.
- Ad Creatives: Dynamic product ads and video content significantly increased engagement and conversion rates, proving that visually compelling and informative content resonates well with the target audience.
- Ongoing Optimization: Continuous testing and optimization were crucial to maintaining and scaling campaign performance throughout the 30 days.
- Localized Approach: Tailoring the messaging to the Finnish audience and emphasizing local benefits like fast shipping enhanced the brand’s appeal and trustworthiness.
Conclusion:
The Facebook Ads campaign for Sonsie Skin successfully boosted online sales and brand awareness, achieving a strong ROAS of 4.3x in a competitive market. By leveraging advanced targeting strategies, engaging ad creatives, and continuous optimization, the campaign not only met but exceeded the client’s expectations. Sonsie Skin now has a growing customer base in Finland, and the learnings from this campaign will be applied to future marketing efforts to further scale their business.
