To increase brand awareness and drive digital sales, the multitasking makeup essentials brand tested video ads against photo ads, which increased sales by 4.4X.
Building the right foundation
4.4X
increase in sales
59%
decrease in cost per sale
2.3X
increase in conversion rate
Their story
Multitasking makeup essentials
Wander Beauty is a travel-inspired cosmetics brand. Co-founded by a serial entrepreneur and a supermodel, the high performance and cruelty-free line—which includes 2-in-1 blushes and illuminators, lipsticks, foundation sticks and more—is made for multi-taskers on the go.
Their goal
Inspiring Wander-lust
As a young brand, Wander Beauty wanted to increase brand awareness and encourage people to make a purchase online.
Their solution
Demonstrating with video
Wander Beauty had tried a variety of photo ads on Facebook to boost online sales. Though the ads were successful, the company decided to test video ads to see if they would perform better.
The Wander Beauty team partnered with digital advertising agency Mason Interactive to develop a series of video ads showcasing some of the beauty line’s best features—from its compact size, to its multi-use functionality and its suitability for different skin types and tones. The ads included application videos, as well as videos that showed the products being applied on different models with different skin tones.
The team then created a Custom Audience of its existing customers, and segmented this list based on interests, such as beauty products and accessories, cosmetics and online buyers. Wander Beauty then developed and targeted ads to a series of lookalike audiences based on these Custom Audiences.
Wander Beauty also targeted its video ads to a broad audience of women in the US aged 25–50, with interests in digital retailers, beauty and beauty accessories, fashion, and health and wellness.
Their Success
Illuminating sales
Wander Beauty’s campaign enticed beauty fans and successfully drove online sales.
