In this Facebook ads case study category, I’ll share one of my marketing campaign’s experiences in terms of 36% revenue growth in the first month.
The brand specializes in natural and organic skincare products, is small, and has just started to acquire new customers through the marketing campaign.
This case study article shares the adopted marketing plan, resulting in 39+ daily orders within the second week of the Facebook ads campaign.
We are generating more than 6X ROAS from the ongoing Facebook ads campaign.
These case studies frequently include details regarding the marketing strategy, targeting, creativity, and outcomes.
Let’s dive into this skincare brand’s Facebook ads case study.
Brand Introduction
Assume that the brand is named Digital Jubilee.
It is a skincare product brand. It provides solutions for Indian skin concerning the tropical climate of India.
The brand is involved in four types of categories of products. These are bath & body, face, fragrance, and hygiene care-related products.
Objective
Acquisition of new users, brand awareness, and delivering a profitable return on ad spending was the primary goal of this skincare brand through the Facebook ad marketing campaign.
Now it’s time to start the marketing campaign to meet the brand objective.
Marketing Campaign Execution Part
A marketing campaign’s execution involves putting all the planning and strategy into practice. This consists in producing and disseminating marketing materials, organizing sales and events, and keeping tabs on the campaign’s development and outcomes.
It’s critical to stick to the timetable, remain under the Facebook ad budget, and make any necessary revisions in light of the campaign’s results. The campaign’s success will depend on how well it is executed. Thus it is crucial to pay close attention to every last detail and ensure that every step is done correctly.
At the execution level, we’ve gone through different phases. These are as follows,
Market Research
Numerous well-known companies compete for consumers’ attention in the competitive field of skincare brands. However, there are still chances for new and smaller firms to prosper in a crowded market by leveraging powerful marketing techniques like Facebook advertising.
Before starting a campaign, conduct market research to identify the demography, user persona, problems, and available solutions.
Product Research
Launch product research on similar brand platforms and eCommerce sites like Amazon and Flipkart to identify user feedback regarding the products and the marketing offer. This was used in the campaign to improve the ad’s creative messaging angle and the promotional marketing offer.
Creative Research
Closely examine the Facebook ad library and social media channels of similar niches to determine the current creative trend.
Researching Facebook advertising creatives helped us to develop ads that connect with our target audience, comprehend the competitive environment, optimize ad formats and placements, enhance ad performance, and test several iterations for improved outcomes.
Prepared a Media Plan
A media plan is a strategic document detailing the strategies and platforms employed to market a good or service to a particular target market.
The media plan includes the following elements:
◘Creative Approach: A thorough strategy for the kind of content that will be produced on Facebook and Instagram, such as pictures, videos, or GIF posts, as well as the campaign’s general messaging and tone.
◘Budget: An description of how the budget will be divided, including the costs for advertising and a realistic distribution of resources.
◘Target Audience: A well-defined group of people who fall inside the target audience for the campaign, taking into account factors like age, gender, geography, hobbies, and actions.
◘Campaign Structure: We can accomplish our objectives more successfully by targeting the correct audience, analyzing and improving the outcomes, and getting the most out of our budget with a planned Facebook campaign. Additionally, it enables excellent scaling and reuse of practical components for subsequent campaigns.
◘Ad Placement: A plan for how certain Facebook features, such as the news feed, Instagram, or Facebook stories, will be used to promote the campaign, as well as the methods for reaching the target demographic.
How Increased Sales Revenue (With the same Ad Spend)
Before hiring me as their Facebook Ads Agency, the client’s ROAS for each rupee spent on Facebook advertising was approximately 1.33X.
They took a well-known path to get started, just like many eCommerce and direct-to-consumer (DTC) brands: creating their own internal Facebook Ad campaigns. The campaigns were under the direction of their Founder, among many other things.
However, they had trouble starting their efforts because they lacked the necessary time and experience.
Let’s look at the results they were getting before hiring me.
They weren’t losing money with their new campaigns; that is true. However, there were several account campaign structure flaws, improper budget allocations, and obvious concerns we could address immediately.
We spent the same as soon as we joined the team. But massively increased in sales.
The following method made it feasible to accomplish all of that:
- Changing the Facebook Ads funnel structure
- Increasing the accuracy of the targeted strategy
- The proper exclusions in Ad Sets are being set up
- Scaling process for their profitable ads
- Leverage the power of creative testing.
Facebook Ads Funnel Structure
The first step in mastering their Facebook Ads was figuring out the skincare brand’s advertising funnel.
Why? Because at each point of the Funnel, people need to receive certain content.
Since it’s crucial to get this correct to get the most out of your overall budget, let’s look into the budget and how I split that over the entire Facebook Ad funnel.
80% for TOFU (Top of Funnel)
The objective was to reach as many people as possible and promote the comparatively obscure brand. Most of the budget used here allowed us to get the most significant number of people.
Later, this Facebook ads case study post will know about the budget distribution under the TOFU campaign.
15% for MOFU (Middle of Funnel)
They targeted people who had heard of the brand but weren’t quite prepared to purchase. Before making a purchase, people require more information.
5% for BOFU (Bottom of Funnel)
They are focusing on potential customers who need a little push. These adverts have a clear focus on the products. Less money was required to reach them because their audience was more narrowly focused and more miniature.
How did the average order value (AOV) increase? Later in this article, I describe the BOFU campaign’s marketing plan.
Ads Targeting Brief for each step of the Funnel.
Here is the illustration of how I targeted the different stages of the Funnel.
Top of Funnel Targeting
This was a crucial stage for ROAS, and the future of the campaign depends on it.
Here the market research data comes into play. Like, during product market research, brand “Trust” is the most valuable thing in terms of growth in this particle niche, skincare.
I focused on starting created creatives according to the market research outcomes. Promote solution-based creativity realistically.
Used UGC video, product features images, unboxing videos, user persona-based creative, GIFs and more in different ad placements.
As a Facebook media buyer, creative planning is the key to success in any social media marketing campaign.
During the creative testing monitored a few specific custom Facebook dashboard metrics especially hook rate, hold rate, attribution, and tracking the user journey from the landing page view (LPV) to the final step, i.e., purchase.
For TOFU, targeted audiences tested different types of audiences, and some performed well. So here I’ll share with two to three most performing audiences.
- Lookalike Audiences: I created a custom audience where users visited at least two pages when they landed on the skincare brand website for the first time but did not make conversions. I started a 3% Lookalike audience based on the custom audiences.
- Broad Targeting: I also cast a wide net, targeting people aged 18 to 65+. It also helps to keep the CPM very low.
- Stack Interests Audiences: Targeted a set of group-interested people to keep in mind the user persona.
Middle of Funnel Targeting
Scale the campaign and brand building MOFU is a vital marketing Funnel stage.
Here our content part was prominent. We tried to show some other users’ daily skincare routines and how they feel realistically. Mainly it was focused on social proof. Also, focus on the brand policy and behind the brand story to gain the highest level of trust. In this marketing stage, we ran a promotional marketing offer.
Pixel event audience and the social media engagement audiences were my targeted audience.
Bottom of Funnel Targeting
Our objective was to focus on returning customer rate percentage. Promoted top five all-time best-selling products with different lucrative marketing offers. As a result, AOV and CR increased and also grew in sales.
The communication angle was straightforward. Marketing Offer + Emotional Messaging Angle do the rest of the job.
According to the marketing plan & dashboard data made changes to the website CRO. Established the relation between ad content & website content. Show them proof. Audience exclusions configurable for each stage of campaign Funnel.
Also, many other things like bid strategy, device testing, thumbnail testing, headline copy, creative hook variant, specific ad placement, etc., help to scale the campaign.
Are you looking for a media buyer to manage your Facebook & Instagram marketing campaign? If you are obsessed with your product, do not forget to book a 30 minutes call with me. Book your FREE Call Now!
Final Words: Skincare Facebook Ads Case Study
Strategic thinking capabilities, efficient research skills, an understanding of the data, and a mindset geared toward testing can build a brand through Facebook ads.
In conclusion, when done correctly, Facebook advertisements can be a potent marketing tool for businesses. Businesses may optimise their ads for the best results by determining the target demographic, selecting a budget, and frequently tracking and assessing campaign performance. In addition, the reach and effect of ads can be further increased by utilising sophisticated targeting options like retargeting and lookalike audiences and experimenting with various ad layouts.
In the end, adequately preparing and running Facebook ad campaigns can assist companies in achieving their marketing goals and boosting sales and revenue.
Connect with me on LinkedIn to exchange more Facebook ad case studies.