2 min read

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Feb 12, 2025

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The Challenge: Mamaearth’s social media ads were getting lost in the crowded D2C beauty space. Despite good reach, click-through rates were low and engagement was stagnant. Their colorful, flashy creative approach wasn’t cutting through the noise on Meta platforms.

I took a contrarian approach to their creative strategy during my freelance engagement:

Analyzed competitor creative trends and identified oversaturation of bright, flashy visuals

Developed a clean, minimalist design approach with plain white backgrounds

Used simple text overlays and authentic product photography instead of overly designed graphics

Launched a UGC initiative encouraging customers to share authentic product experiences

Offered small incentives (discount codes, free shipping) to drive participation

Replaced stock imagery with real customer photos and videos for increased relatability

Focused on product benefits and ingredients rather than generic beauty messaging

Created problem-solution narratives that resonated with new mothers and conscious consumers

A/B tested different value propositions to identify highest-performing messages

Used Meta’s detailed targeting to reach mothers, eco-conscious consumers, and organic product enthusiasts

Created lookalike audiences based on existing customer data

Implemented retargeting campaigns for website visitors and engagement audiences

150% increase in ad click-through rates through creative differentiation

Significant boost in ad visibility and brand recognition on social platforms

40% increase in organic reach due to higher engagement driving algorithmic favor

Improved user-generated content volume creating sustainable content pipeline

Enhanced brand authenticity through real customer testimonials and reviews

Key Tools Used: Meta Business Manager, Meta Ads Manager, Canva for creative design, customer feedback platforms

For a detailed note on how a simple change in Facebook Ad images increased Mamaearth’s CTR by 150%, read: