Doe Beauty

Doe Beauty: Revitalizing Advertising Strategy to Achieve Exceptional Growth

‍Introducing Doe Beauty

Doe Beauty, founded in 2020 by entrepreneur Jason Wong, is a rising star in the beauty industry known for its high-quality, handmade Korean silk fiber lashes. The brand swiftly made its mark by emphasizing comfort and sustainability while delivering innovative eye products. Embracing the digital era, Doe Beauty integrated machine learning to enhance the shopping experience, offering personalized recommendations and a seamless online journey for customers.

Despite its rapid growth and innovative approach, Doe Beauty faced challenges in scaling its advertising efforts effectively. Their previous agency's efforts led to a Return on Ad Spend (ROAS) of only 0.7x—a metric significantly below industry standards. This hindered their ambition to broaden market share and strengthen their online presence.

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The Challenge

Low ROAS and the Need for Scaling Ad Spend

Doe Beauty needed to revamp its advertising strategy to improve ROAS while scaling ad spend. The challenge was twofold: increase advertising efficiency and profitability to support aggressive growth targets.

Enhancing Marketing Effectiveness

The existing advertising campaigns were not resonating with the target audience, leading to suboptimal performance. There was a critical need to understand customer behaviors and preferences to refine marketing messages and creative assets.

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Our Approach

Audit

• Customer Insights
  • We delved into social media comments, customer reviews, and customer service insights to understand brand perception and customer preferences. Analyzing demographics, trends, and known audience segments helped us identify key motivators and pain points.
• Creative Audit
  • A thorough evaluation of historical ad performance and existing creative assets was conducted to identify gaps and opportunities for improvement. We assessed messaging effectiveness, visual appeal, and alignment with Doe Beauty's brand ethos.
• Brand Voice Alignment
  • Reviewed the brand's tone, style guides, and legal considerations to ensure all communications were consistent with Doe Beauty's identity and resonated with the target audience.

Analyze

• Understanding Conversion Drivers
  • Explored unique selling propositions (USPs), competitive differentiators, key value propositions, behavioral triggers, and psychographics to understand what drives conversions for Doe Beauty.
• Audience Research
  • Conducted in-depth analysis to uncover motivators, intent signals, and user experience factors. Evaluated competitor positioning and market trends to develop a comprehensive understanding of the target audience.

Ideate

• Building a Robust Roadmap
  • Collaboratively brainstormed and refined ideas, developing a creative testing matrix. Defined channels, audiences, and offer strategies while setting clear success KPIs to guide the campaign.
• Extracting Learnings
  • Engaged in continuous result reporting, identified top-performing offers and creative formats, refined hypotheses, and initiated iterative processes for ongoing improvements.

Implementation

• Revamping Ad Creative
  • We revitalized ad creatives to better resonate with the brand's ethos and the preferences of the target audience. This included developing new visuals and messaging that highlighted comfort, sustainability, and innovation.
• Optimizing Audience Targeting
  • Conducted a deep audit to identify low-performing audiences. Pruned underperforming segments and reallocated resources to high-potential audiences based on data-driven insights.
• Collaborative Asset Optimization
  • Collaborated with Doe Beauty's internal creative team to optimize new assets for channel performance. This synergy led to compelling messaging and creative tests that boosted performance.

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The Results

20x Increase in Purchases Within Four Months

Through strategic optimization of advertising campaigns and creatives, Doe Beauty experienced a remarkable 20-fold increase in purchases over a four-month period.

46% Increase in Average Click-Through Rate (CTR)

Enhanced messaging and engaging creatives led to a significant 46% uplift in CTR, indicating improved audience engagement and interest.

28% Reduction in Cost Per Purchase (CPA)

By refining targeting and optimizing ad spend, the cost per add to cart decreased by 28%, improving overall advertising efficiency and ROI.

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Key Stats to Highlight

• 20x Increase in Purchases in Four Months: Achieved through strategic advertising optimization and creative revamps.
• 46% Increase in Average CTR: Resulting from engaging ad creatives and resonant messaging.
• 28% Reduction in CPA: Reflecting enhanced targeting and efficient ad spend.

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In Conclusion

Doe Beauty's journey from struggling with low ROAS to achieving exceptional growth demonstrates the power of strategic advertising and deep customer understanding. By revamping their advertising strategy and collaborating closely with their internal team, we transformed their marketing performance, leading to significant increases in purchases and engagement.

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