Facebook B2B lead-generation strategy outperforms target by 44%
Louella Bella, the official distributor of Footlogix in the UK, approached us for a Facebook lead generation campaign targeting B2B beauty professionals across the UK interested in ordering Footlogix products for their business. We got together and created a highly-successful Facebook B2B lead-generation campaign.
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76%increase in leads compared to the previous campaign
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44%less in cost per lead compared to the target
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150high-income leads generated
Who is Footlogix?
Established by Dr Katharin von Gavel in 2007, Footlogix is the world’s first and only Pediceutical® foot care line to address the challenging needs within the foot care industry.
Footlogix provides professionals with unique products supported by revolutionary technologies that deliver transformational results and elevate pedicures to a new standard of excellence. The products are proven and tested, easy to use, highly concentrated and cost-effective.
Footlogix’s goal is to reach every beauty professional in the UK, from salons, beauty therapists, luxury department stores, and mobile therapists to nail technicians.
Objectives
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Get beauty professionals interested in Footlogix
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Book free demonstrations at different beauty salons, spas or shops across the UK
Challenges
It was challenging to develop creatives that could capture attention and comply with the Facebook advertising policy regarding a range of products that treat dry-skinned feet, cracked heels or rough skin
We had to shift our creative strategy from visual attention to more text-focused elements
Approach
The goal of this Facebook Lead Campaign was to get UK beauty professionals to book a free shop demonstration from the regional Footlogix teams across the country.
After the free demo, Logistix offered them a discounted price for their first order. We also followed up with different client retention strategies (out of the scope of this campaign).
We made use of three audience types and optimised between them
Footlogix had run a similar campaign in the past. So, we utilised and extended the audience they had already established for lookalikes and remarketing.
We also used Louella Belle’s customer list of beauty professionals to generate a custom audience.
We created the third type of audience using Pixel data, such as time spent on the Footlogix webpage in the past 180 days.
What we did
- We offered a free Footlogix demonstration for any beauty professional interested in the products
- We created a Slideshow ad format that would tell the product’s story in stages - each slide presented a different unique selling point
- For targeting, we used custom audiences-based Pixel data, such as top time spent on the Footlogix webpage in the past 180 days
- We also used Footlogix audience data from a previous campaign
- We used a call-to-action that would get them to book a free demo at their salon/spa/shop etc.
- We created multiple variations for A/B testing
- We generated a custom audience from Louella Belle’s customer list of beauty professionals and created a 1% Lookalike audience for it
We kept analysing, learning and converting more
We got so many leads from this campaign that we had to temporarily pause it because Footlogix couldn’t cope with the volume of free consultations.
The overall number of high-quality leads generated exceeded expectations. The cost paid per lead was almost 50% cheaper than the target CPL we had initially set.
- 76%increase in leads compared to the previous campaign
- 44%less in cost per lead compared to the target
- 150high-income leads generated
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