Wander Beauty
Date
2017
Industry
Beauty
Services
Paid Media
Team
ECommerce Marketing
Summary
Wander Beauty, the travel-inspired cosmetics brand, tested Facebook video ads against photo ads, to increase brand awareness and drive digital sales.
Goal
Increase brand awareness and drive online purchases.
Solution
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 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.
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.
4X
increase in sales
59%
decrease in cost per sale
2X
increase in conversion rate
The Results
Wander Beauty’s campaign enticed beauty fans and successfully drove online sales. The campaign launched on January 1, 2017 and was extended through spring 2017.
“We are still in the early phase, learning as we go. But when we see our Facebook ads doing well, we see an uptick across our business. We plan to increase our content as we learn and the business grows.”
