Vegan Skincare Brand Achieves 6x ROAS in 5 Months
Kashif Shahid
Client Background
A California-based organic beauty brand specializing in vegan skincare products launched their first anti-aging serum in early 2024. The product promised visible results within two weeks using all-natural, cruelty-free ingredients.
The brand's target audience included women aged 35–50 who prioritized eco-friendly products but faced stiff competition from established brands in the "clean beauty" space.
Challenges
Low Brand Awareness:
The brand was new to the market and had minimal social media presence, making it challenging to build trust.
Consumer Skepticism:
As a new anti-aging product, potential customers doubted its effectiveness compared to well-known competitors.
Low Ad Engagement: Existing ads failed to resonate with customers who no longer saw home fitness as urgent.
Goals
Achieve a ROAS of at least 4x within six months.
Build a loyal customer base for future product launches.
Increase email subscribers by 10,000 through lead-generation campaigns.
Establish the brand as a trusted name in the vegan skincare industry.
Before
Results before I handled their ads
After
Results after I managed tehir ads
Step-by-Step Strategy
1. Emotional Storytelling in Ads
We crafted a series of storytelling-based campaigns to connect emotionally with the target audience.
Founder’s Story Ads:
Shared the personal journey of the founder, a woman who struggled with early signs of aging and sensitive skin.
Messaging Example:
“I spent years trying products that didn’t work. That’s why I created a vegan serum that’s gentle, effective, and 100% natural.”
Visuals: Featured the founder in relatable settings (e.g., in her kitchen formulating the serum) with a warm, approachable tone.
Customer Journey Testimonials:
Highlighted early adopters who shared their before-and-after results with captions like:
“I noticed a visible difference in just two weeks!”
Visuals: Real photos of users (with permission) and candid testimonials to enhance authenticity.
2. Audience Segmentation and Precise Targeting
We divided the audience into three key groups and tailored the ad creatives to each segment.
Primary Target Group: Women aged 35–50 with interests in “Clean Beauty,” “Eco-Friendly Products,” and competitor skincare brands.
Secondary Target Group: Younger audiences (25–35) interested in preventative anti-aging care, veganism, and minimalistic skincare routines.
Lookalike Audiences: Built 1% Lookalike Audiences from:
Existing website visitors.
Email subscribers.
Early adopters of the serum.
3. Creatives and Ad Formats That Performed
A/B testing revealed these formats as high performers:
Carousel Ads:
Showcased the product’s journey from sourcing to packaging, emphasizing eco-friendliness.
Messaging Example:
“From sustainably sourced ingredients to recyclable packaging – we care for your skin and the planet.”
Short-Form Videos:
Featured micro-influencers using the product and sharing their morning routines.
Added subtitles for silent autoplay, focusing on the serum’s benefits: “Gentle on Skin. Tough on Wrinkles.”
User-Generated Content (UGC):
Encouraged customers to share their own transformation stories, reposted as ads.
4. Free Sampling Campaign for Lead Generation
We launched a lead-generation campaign offering mini samples of the serum in exchange for email addresses.
Landing Page Design:
Mobile-optimized page with minimal distractions.
Clear CTA: “Get Your Free Sample Now – Just Cover Shipping!”
Follow-Up Email Sequence:
Email 1: Welcome email introducing the serum and how to use it effectively.
Email 2: Results-driven email with testimonials, highlighting the serum's proven benefits.
Email 3: Limited-time offer for a 15% discount on the full-sized product.
5. Post-Purchase Retargeting
We launched a retargeting campaign targeting recent buyers to encourage repeat purchases.
Bundle Offers: Promoted complementary products like moisturizers and cleansers.
Loyalty Incentives:
Messaging Example: “Thank you for loving our serum! Here’s 10% off your next order.”
Results and Metrics
Revenue: Grew from $20K to $500,000 in sales by the sixth month.
ROAS: Achieved 6x ROAS across all campaigns by Month 6.
Lead Generation: Added 20,000 email subscribers through the free sampling campaign. Conversion Rate: 70% of sample recipients purchased the full-sized product within 3 weeks.
Engagement: Social media engagement increased by 35%, with thousands of comments and shares on storytelling ads.
Customer Retention: Repeat purchases made up 40% of total sales by the end of Month 6.
Key Insights and Learnings
Storytelling Converts: Sharing the founder’s personal struggles and customer testimonials built emotional connections, leading to increased trust and conversions.
UGC Builds Authenticity: User-generated content performed better than studio-polished ads, as it felt relatable and genuine.
Sampling Opens Doors: The free sample campaign not only boosted email subscribers but also accelerated the purchase funnel with a high conversion rate.
Retargeting Drives Revenue: Focusing on post-purchase campaigns (bundles, discounts) maximized customer lifetime value (CLTV).
Conclusion
This case study demonstrates the power of combining emotional storytelling, precise audience segmentation, and data-driven ad optimizations. Through a strategic blend of campaigns, we successfully positioned the brand as a trusted name in the vegan skincare niche, achieving a 6x ROAS and surpassing revenue goals in just six months.
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Posted Dec 14, 2024
This case study demonstrates the power of combining emotional storytelling, precise audience segmentation, and data-driven ad optimizations.
