Case studies – Facebook

Case studies – Facebook

Facebook Ads Case Study: Eden Hair Extensions

Context

Client 1: Eden Hair Extensions
Location: Australia
About the brand and Unique Selling Proposition:

• Ethically sourced 100% Remy human hair
• Buy now, pay later with AfterPay
• Free Shipping Worldwide & next day express delivery AU
• No risk 60-day return policy

My process and experience

Initial Research ==> Client meeting ==> Action plan/Client’s feedback ==> Get to work!

🔶Initial Research

With every new client/account I schedule a kickoff meeting, however, I like being prepared beforehand so I can get familiar with the brand and ask the right questions. In that research, the first thing I do is take a look at their website, any other online presence such as social networks, blogs, press, etc. Then I move to the nit and gritty and take a look at the behind scenes of their Facebook ads. The campaign objective they have been using, which targeting they have tried, any split testing, creative used, ad copy tone, best-performing ads, most revenue generating ad sets, disapproved ads, etc. I will filter by lifetime, then the current month, and go back to up to 6-months. That allows me to better grasp the entire scope of their funnel.

My Findings

In a few words: They have an amazing brand, with a strong online presence, tons of testimonials, videos, creatives, consistent branding across all platforms and a good sales record with an average ROI of 4.5.

In a few more words: December wasn’t their best months, the Black Friday promotions created buzz but not too many sales, their style is very young with a demographic of women from 18-35, their targeting works best when paired with popular singers such as Beyonce and Nicki Minaj. One of their best-performing ad sets was one targeting Ariana Grande’s fans, with a short 15-seconds video showcasing a model trying out different extensions and the song God is a woman playing in the background in a collection type ad promoting ponytails. Genius! Their current funnel consists of 3 campaigns: Targeting, Remarketing, and DPAs. While the first one is the most expensive one and with a lower ROI, the DPAs is where the magic happens. In one month they even got to a 32 ROI! 💰 Oh-my-gatos, I’ve never seen so good results in a single campaign. Nonetheless, I was impressed and eager to start working with them (plus a little bit scared to be honest, because I’ve never handled such a strong brand, but as usual I was up to the challenge 💪🏼). And to make things a bit more difficult, the client wasn’t happy with the account manager change. She was really happy with the previous one and saw this change as a setback. Not a good place to start if you ask me. Have some faith on me woman, I thought to myself. 😇

🔶 Client Meeting

For this meeting, I already know a lot about the brand, so basically, this meeting will allow me to access how is it like working with the client, what interest them the most, any future plans or promotions. I have a list of questions and an agenda prepared beforehand. These meetings usually last 30mins.

Some of the questions I had:

• Highest profitable product? (More expensive, not necessarily the most popular but the one where most money comes from)
• Popular Products?
• The country where most of your product orders come from?
• List of competitors
• Any upcoming promotions. Ex: Valentine’s day

I didn’t actually bombard the client with questions, I had already talked with the previous account manager and asked him more specific questions like:

After the meeting

She was wonderful. She addressed the fact that she wasn’t happy about the change but was happy that the other account manager was getting a promotion and was more than happy to give a chance and see how a good pair of fresh eyes will do to the campaign. Now I knew they were looking to explore wholesale ads in the upcoming months, she would like to approve every single ad, she’ll be sending me a couple of videos to edit and try out, her most revenue generating items, and more.

🔶 Action Plan and Feedback

After the meeting, I will come up with a few specific ideas I would like to try and send them to the client for approval and gather extra insights. Here’s the email I sent and the feedback I received:

I also make sure to include a metric comparison from the current and previous month. To our clients we don’t send them screenshots of all the metrics we measure, we just focus on the few KPIs that are actually important to them and show them in an easy to understand format.

🔶 Get to work

I started by sending a creative request to our design team based on a couple of before/after videos the client had. Long story short, I thought they looked awesome, the client loved them but after a few days of trial they just flopped. Not-a-single-sale 😱

So I had to get creative 🎨. This wasn’t going to work right away just like that.

What didn’t work

• I tried using popular Australian singers like SIA, but she was too far off our demographics
• Overly complicated videos or memes
• Showing women who look just like Ariana Granda. Women wanted to see real people not just copy cats

What worked

• Using simple user-generated videos. At first, I was relying too much upon the creative team, which didn’t allow me to have as much creative as fast as I needed to and we would have too many client revisions in the process. I opted for using the posts they already had on their Instagram page, revamp the captions, improve the targeting and change the creative every 3 days instead of 10 days. That gave us a huge boost
• Before/After pictures
• Collection type ads
• Ariana Grande’s songs in the background
• Update creative as often as possible
• Make sure to include the AfterPay option in the copy
• Include 5-star reviews in copy
• Video time-lapse and slow motions

Results

The client mentioned that at the beginning of the year they see a drop in sales, and she expected an ROI of 4.42 or lower in January. I was able to surpass her expectations and increase it to 5.29 🌈

Some of the ads created: