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 empowers professionals with the ability to elevate pedicures to a new standard of excellence. Products are easy to use, highly concentrated and cost-effective.
Founder and CEO: “We want to increase awareness of the importance of healthy feet due to lifestyle changes and elevate the pedicure industry by providing unique products with revolutionary technologies that give transformational results.”
Footlogix’s goal is to reach every beauty professional in the UK, from salons, beauty therapists, luxury department stores, mobile therapists to nail technicians. Footlogix’s products were developed to serve professionals who seek only proven & tested results-oriented products, and it is therefore their mission to deliver revolutionary and innovative foot-care products that provide effective and transformational results.
Louella Bella approached anova.co to run a lead generation campaign for their primary brand: Footlogix.The goal of this Facebook campaign was to generate leads, targeting B2B beauty professionals across the UK, interested in ordering Footlogix products for their business, to be able to serve their clients.
The campaign strategy was to get beauty professional interested in Footlogix as a new line of products or their business, and the way to achieve that was though offering ‘a free Footlogix demonstration at their saloon/spa/shop’. The call-to-action used to capture lead conversion was to get them to submit their details to book a free demonstration. The idea then is after they enjoy a free demo, to offer them a discounted price for their first order. Then, to continue client retention with different strategies (out of the scope of the Facebook lead-generation campaign).
Cost per lead was set to be around the £25 price mark.
Footlogix offers a range of formulas to treat dry-skinned feet. From a creative point of view – and with Facebook advertising policy, this was challenging to develop creatives that can capture attention, resonate with the target audience and conform with the platform’s ads policy.
We, therefore, had to shift our creative strategy from visual attention capturing elements to emphasis on how this product is beneficial, focusing on text-copy alongside imagery. For that, we suggested a Slideshow ad format to tell the product’s story in stages – where each slide presents a different unique selling point.
We created lead forms with variations for A/B testing: Variations included with and without postcode. We understood that for operational reasons, it was important for Footlogix to know where the lead was so the nearest regional team could call them and arrange a demo. Adding a postcode field negatively impacted the lead form completion rate.
“We got some many leads from this campaign, we had to request from anova to temporarily pause the campaign for us to be able to cope with the volume. We were very happy with the overall number of leads generated, as well as their quality and the cost we paid per lead, which was almost 50% cheaper than the target CPL we set.”