Action Items
For Grande’s Facebook and Instagram advertising, we began moving budget towards testing and awareness, beginning customer acquisition campaigns on Facebook and non-brand paid search campaigns.
On Pinterest, we launched a traffic-focused campaign with the sole intent of driving users to different product pages. We began seeing conversions come through, which was not the intent of the campaign but a welcome result!
Due to the high advertising costs of the beauty category on Amazon, we prioritized capturing brand search volume in order to maintain efficiency. This strategy allowed us to grow Grande’s Amazon Advertising business and increase efficiency whenever we increase ad spend.
On Snapchat, we utilized the Snapchat lens to grow the save rate and increase the average play time on their social content by 100%.
Ad Platform Expansion
After maintaining consistent success in our revenue-driving channels like Facebook, we began running awareness campaigns across Pinterest, YouTube, and TikTok.
Search Term Isolation
Using this Amazon Advertising strategy we pioneered, we pulled known converting keywords from campaigns and unpaused others in order to optimize the account overall.
Iterative Testing
Using Grande’s existing creative, we ran multiple creatives alongside each other to understand which creative had the greatest impact for each persona and funnel stage.
Supporting Retail Efforts
Grande Cosmetics are sold in beauty retailers Ulta and Sephora. By keeping an eye on sales numbers from each retailer, we were able to make shifts in our advertising efforts to drive awareness towards new products and relaunches.
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