L’Occitane is an award-winning beauty and cosmetics brand. We launched their Facebook and Instagram ads to help them explore untapped market segments, drive foot traffic to their retail stores and scale up their media spend while improving their return on ad spend.
We started fixing their optimization strategy, re-mapping their account structure, and consistently A/B test Ad Copies.
Data-backed audience targeting optimization
We improved always-on campaign targeting framework. We uploaded offline customer data for retargeting purposes
Fixed campaign structure to improve scalability
We restructured the campaign funnels adding more detailed levels to deepen our AB testing possibilities.
We implemented a fixed AB Testing framework with a more scalable and flexible structure. One of the key aspects in our methodology was to understand the language and messaging that resonated the best with the targeted audiences, depending on their segment, funnel level and product knowledge. For example, male audiences preferred a straight to the point messaging that gave them a quick and easy solution for gifting. For female audiences who were new to the brand, they had to be educated much more and inspired by the different value propositions of different types of products.
Using our data from our Hi-IQ database, we were able to identify highly engaged users who are more likely to make a purchase action and fed it into our Facebook ads. This allowed us to remarket products to users who are highly likely to convert and improve our overall ROAS. With this data, we were also able too create a Facebook Lookalike audience of this list as well to prospect for new customers more efficiently.
Cost Per Conversion
footfall in store
Focus on Influencer Marketing
For the Malay market, we utilized Malay KOLs who had values and beauty routines that resonated well with the audience. This segment of audience was known to only support KOLs that had good public standing and respectable reputation. Knowing this, micro KOLs worked as well for this market. We also AB tested the length of the copy; longer form worked better with repeated CTAs in the copy.
More Than One Happy Customer.
Lead generation and campaign optimisation during lock down
+70% conversions thanks to Paid Ads campaigns optimization
Guocoland Increased post engagement on Facebook by 143%