Building a Profitable 10x ROAS Advertising System for Hapi Art®️
Juda Borrayo
Summary
Hapi Art®️, a luxury art and home décor brand, aimed to establish a profitable advertising system from scratch. With no prior paid media strategy or tracking infrastructure, we implemented a comprehensive plan across Meta (Instagram and Facebook), Google Search, and YouTube. Over a six-month period, we turned $12,588 in ad spend into $105,991 in revenue, achieving a 17.76 ROAS from cold prospecting ads and an 8.48 ROAS through retargeting campaigns. Our tiered strategy and creative optimization established scalable, evergreen campaigns that consistently drive revenue.
Tactics & Strategies
Platform Testing & Optimization:
Tested multiple platforms: Google Search (luxury art keywords), Google Shopping, Google Display, YouTube, and Meta Ads.
Identified Meta as the most profitable channel for driving both cold and retargeting traffic.
Creative Strategy:
Developed and edited 20+ creatives using existing assets, emphasizing vibrant colors and 3D aspects of the artwork.
Created dynamic video ads featuring UGC-style videos, animations, and slideshows to appeal to target audiences.
Wrote on brand copy for 37 ads to test across various initiatives.
Tiered Retargeting:
Designed behavior-based campaigns to target users based on interaction timing:
Week 1: Highlighted FOMO with customer testimonials and bold creatives.
Week 2: Showcased unique materials and the 3D nature of the artwork.
Week 3+: Used limited-time offers to create urgency.
Audience Targeting:
Used lookalike audiences to target luxury buyers and individuals with interests in art, interior design, and home décor.
Leveraged dynamic catalog ads to retarget users with pieces they had previously viewed, reinforcing brand recall.
Tracking Enhancements:
Set up offline conversion tracking to ensure proper attribution and allow Meta to optimize for higher-value conversions.
Execution
Paid Media Campaigns:
Built extensive Meta advertising campaigns with prospecting and retargeting components.
Utilized automated catalog ads to dynamically showcase art pieces to users who had shown interest.
Creative Execution:
Edited amateur videos filmed by the artist to professional-grade ads using music, captions, and animation.
Focused on showcasing the tactile and vibrant qualities of Hapi Art®️ to create an emotional connection with viewers.
Optimization & Iterative Testing:
Conducted ongoing A/B testing of creatives, targeting options, and ad formats.
Scaled high-performing campaigns while maintaining a sustainable CPL and ROAS.
Localization & Audience Insights:
Adapted campaigns to align with audience preferences, focusing on high-value luxury buyers across the United States.
Results
$105,991 Revenue from $12,588 Ad Spend: Delivered a 17.76 ROAS for cold prospecting ads and an 8.48 ROAS for re-marketing.
Dynamic Creative Performance: CTRs ranged from 2.5% to 7.5%, far exceeding industry averages.
100,000+ Sales Revenue in 6 Months: Built a scalable advertising system from scratch, establishing evergreen campaigns that maintain consistent results.
Reduced Cost Per Sale: Lowered CPS from $253.42 in August to $128.80 in October, improving overall profitability.
High-Performing Ads: Bright, vibrant creatives focusing on art’s 3D and tactile features resonated strongly with luxury buyers.
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Posted Dec 15, 2024
Luxury Art E-Commerce Brand | Average ROAS of 8x. A/B Tested advertising across Search, YouTube, Facebook, and Instagram.
