Scaling a Skincare Brand: From $9k to $120k MRR in 90 Days
March 30, 2024
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The Challenge:
A women’s skincare brand was experiencing solid growth with a monthly revenue of $52,000 and a healthy return on ad spend (ROAS) of 3x. However, their ambition was to reach new heights and significantly scale their business.
The Approach:
Our data-driven and solution-oriented approach began with a deep dive into the brand’s past advertising campaigns. This comprehensive audit aimed to uncover what elements contributed to success and what areas needed improvement. By meticulously analyzing past performance, we gained valuable insights into the roadblocks hindering their growth.
The Power Audience Playbook:
Next, we leveraged our “Power Audience Playbook,” a unique set of practices designed to conduct thorough market research. This playbook assists in identifying compelling hooks, strategic ad angles, target audiences, and creative tactics that resonate with the brand’s ideal customer. We meticulously dedicated 6-7 days to researching and crafting a comprehensive marketing strategy specifically tailored to the brand’s distinctive needs.
Unveiling the Results (Month 2):
With creative briefs and requirements delivered to the client and creatives received, the testing phase commenced. We meticulously evaluated creatives, audiences, and ad copy. To facilitate future scaling plans, all creatives were tested against broad audiences. The campaign structure comprised ABO (Accelerated Budget Optimization) with 5 ad sets, each containing 3 ads (featuring 2 headlines & 2 copies).
Here’s a breakdown of the ad account structure:
- 1 Campaign dedicated to Creative Testing
- 1 Campaign dedicated to Audience Testing
- 1 Campaign for Scaling
- 1 Campaign utilizing Advantage+ Shopping features
- 1 Campaign utilizing Manual Bidding
- 1 Campaign focused on Retargeting & Retention
The winning ad sets progressed to the audience testing phase, where we meticulously evaluated different audiences. The campaign structure remained consistent with ABO and 5 ad sets, but this time featuring the winning ad with variations in targeting. Following audience testing, the triumphant ads and audiences were subjected to copy testing, meticulously analyzing ad variations. All high-performing ads advanced to the validation phase, also known as vertical scaling. Here, we strategically increased the budget to achieve scalable results.
Scaling Up (Month 3):
The ads that excelled in the testing phases were primed for the scaling phase. A CBO (Campaign Budget Optimization) campaign was meticulously structured, incorporating the winning audiences and winning ads with a significantly increased budget. To maximize returns, we also implemented retargeting and retention campaigns during this crucial phase. The testing process continued with fresh sets of ad angles and creatives to ensure continuous optimization.
Black Friday Boost:
Capitalising on the Black Friday sales surge, we introduced a compelling flat 25% discount offer. By leveraging the winning creatives identified through prior testing and incorporating the clear discount message, we crafted highly effective Black Friday and Cyber Monday (BFCM) campaigns. This strategic move resulted in a significant ROAS increase.
The Triumphant Outcome:
By the conclusion of the campaign, we had successfully propelled the brand to a remarkable $120,000 in monthly revenue, boasting campaign ROAS ranging from 4x to 10x, with an impressive average ROAS of 4.6x.
Key Takeaways and Actionable Steps:
This case study offers a wealth of actionable steps that you can leverage to achieve similar success with your Facebook ad campaigns:
- Unearth Past Campaign Insights: Conduct a thorough audit of your past campaigns to glean valuable insights. Analyze the data meticulously to pinpoint what elements contributed to success and what areas require improvement. Understanding these roadblocks is crucial for crafting a successful future strategy.
- Craft a Tailored Marketing Strategy: Develop a comprehensive marketing strategy that aligns perfectly with your brand’s unique identity and target audience. Consider utilizing a “Power Audience Playbook” to guide your market research and identify compelling hooks, ad angles, target audiences, and creative tactics that resonate with your ideal customers.
- Rigorous Testing is Key: Implement a systematic testing process for your creatives, audiences, and ad copy. Begin by testing creatives against broad audiences, followed by audience testing and culminating in copy testing. Recognize the winning components and leverage them for vertical scaling and validation testing.
- Unlock the Power of CBO Campaigns: For scaling purposes, structure a CBO campaign featuring the winning audiences and ads, allocating a significantly increased budget. Additionally, incorporate retargeting and retention campaigns to maximize your return on investment (ROI).
- Continuous Optimization and Strategic Promotions: Throughout the campaign lifecycle, prioritize continuous optimization. Take advantage of special events like Black Friday to introduce enticing discounts and promotions that can significantly elevate your ROAS.
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Abdul Rasheed PC
Performance Marketer
Performance marketing is my playground, and I'm passionate about helping businesses of all sizes achieve their marketing goals. Think of me as your friendly neighborhood guide, here to break down complex strategies and ignite your campaigns with actionable tips and tricks.