Transforming the market, Red Carpet Manicure became the worlds’ first at home gel manicure kit; a popular treatment previously exclusive to salons and spas, but now an easy, affordable and quality at home system with professional results.
Red Carpet Manicure’s goal is to transform the popular professional gel manicure; a treatment previously exclusive to salons and spas, into an easy, affordable and high quality at home system. They initially used Facebook for daily posting and interaction with their followers. Red Carpet Manicure also tried boosting posts through their company page to reach new potential customers on Facebook. While they found these tactics useful for community and page growth, it was challenging to measure actual ROI, as no conversion-value event was being measured or optimised through these types of promotions. The business realised that there was an opportunity to improve the use of the Facebook platform. anova was approached to deliver digital marketing campaigns, including a Black Friday and Cyber Monday events.
This campaign was set to a purchase conversion campaign, promoting two product types; manicure starter kits and nail colour essentials. The goal was to increase sales with a focus on total conversion value rather than a precise number of conversions per item, or target CPA.
The main objective was to increase sale conversions for two product categories, using the following promotions:
To start with, we analysed the brand’s existing user data; customer lists, company page and posts engagements and using a Facebook Pixel tracking code. The data enabled us to generate a defined audience base by using website tracking, Facebook page analytics and Instagram page analytics. We established a price discount CTA that would get users attention and encourage them to make a purchase, regardless if they are a first time or returning customer.
We had two product sets to feature in the ads; start kits and nail manicure essentials. For each product, we created a set of banners, highlighting the products with the promotion; either price discount or percentage discount (for A/B testing).
Each product had a least three combinations, plus, different ad formats. We used in the campaign the carousel; which helped showcase the full range of colours Red Carpet Manicure offers.
We also used image-video creator using Facebook customised templates. The video image format is a new feature we explored, and it enabled us to add motion to static images such as product images or a logo. As a result, this allowed us to transform the banners into a video to attract more users.
We used Facebook Pixel and Analytics to get audience size insight and specific page tracking. We also used custom audiences to populate audience from previous Facebook engagements to measure their size as well; posts, video views and Instagram engagements.
After we had an idea of the group size of each audience, we could split the budget accordingly, aiming to reach all users in each ad set group across the campaign duration of 10 days. We would then manually shift budgets for ad groups where performance was better.
“We had an amazing Black Friday campaign with anova, especially when considering the very short time frame we have set for this campaign which was ten days only. The return on ad spent was much higher than our forecast and the overall results were above our expectations.”