Meta Advertising Strategy Proposal for Sand & Sky

Australian skincare brand founded in 2016. Known for the iconic Pink Clay Mask and a range of natural ingredient-led skincare products. Sold in 50+ countries.

* Projections based on industry benchmarks for Australian skincare brands at equivalent spend levels. Actual results depend on creative performance, product margins, and landing page conversion rates. Results are directional estimates, not guarantees.

Campaign Type Purpose Recommended Spend % of Budget Prospecting — Top of Funnel New customer acquisition via Lookalike + Interest audiences $10,000/mo 50% Retargeting — Mid Funnel Website visitors, video viewers, engagement audiences $5,000/mo 25% Bottom Funnel — Cart Abandoners Add to cart and checkout abandonment recovery $3,000/mo 15% Retention — Past Purchasers Upsell, cross-sell, bundle offers to existing customers $2,000/mo 10% Total Recommended Full-funnel Meta strategy $20,000/mo 100%

This strategy document represents an independent audit of Sand & Sky's publicly visible Meta advertising presence. All observations are based on the Facebook Ad Library and publicly available brand information. This is a speculative strategic proposal, not an official engagement. All projected figures are estimates based on industry benchmarks.