Alpha Skin Care

The primary objective was to leverage Meta’s powerful targeting capabilities to significantly increase brand awareness and drive purchase intent for the client’s skincare product line. By implementing a full-funnel approach, we guided potential customers from initial discovery to active consideration, ultimately building a larger, more engaged audience and driving sustainable business growth.

When we began our engagement, the client had no prior history with Meta Ads. We started with a blank slate, meaning there was no historical data to indicate which ad creatives, messaging, or offers would perform best for their specific brand and audience. This “blank slate” presented several critical unknowns that had to be addressed methodically to ensure an efficient use of the advertising budget.

• No Performance Benchmarks: We lacked internal data on what constituted a “good” Key Performance Indicator (KPI) for the brand, such as a baseline Cost per Click (CPC) or target Cost per Acquisition (CPA).
• Untested Creative Resonance: It was unknown which style of creative the target audience would respond to.
• Unvalidated Messaging: The most persuasive messaging angle was yet to be discovered. We needed to determine whether to lead with scientific efficacy, product benefits, or social proof.

We wanted to run a series of campaigns utilizing video ads that highlighted various products, dynamic ads for broad audiences, and other colorful, vibrant creative concepts to intrigue each audience. Each campaign was designed to cycle audience members through the social media sales funnel. Our prospecting and brand awareness campaigns utilized Facebook Campaign Budget Optimization (CBO) to A/B test various audiences, which included a mix of online interest-based targeting and custom lookalike audiences based on past purchase data from the Facebook Pixel Code. Our purchase-intent campaign was developed to expand beyond just past website visitors. As a part of this new approach, we retargeted ads to people who had viewed content or added items to their online shopping cart but never checked out.

By optimizing for a variety of different actions, Alpha Skin Care not only saw a significant increase in overall reach and impressions but a lift in website traffic, purchases, and purchase value since working with Cosmick Media. This outcome has allowed the client to invest more funds into the online promotion of different product lines through Facebook’s platform offerings.