Cosmetics Retailer | Social Nucleus Newsletter

This cosmetics brand was working with another agency before joining Social Nucleus. They were seeing some good results but wanted to improve consistency and work with an agency that was able to offer a heightened creative service. They wanted a focus on improving all of their performance metrics, not just increasing revenue.

We started our work with the brand in December 2020. They're average stats for 2020 looked like:

Revenue: £827,522.40

Facebook Ad Spend: £39,249.24

Average Facebook ROAS: 3.11

Website Conversion Rate: 1.85%

Returning Customer Rate: 28.25%

After rigorous creative and audience testing, daily optimising and results-led scaling, we saw a year of consistent results, despite the challenges thrown at us by iOS14. When tracking through Facebook Ads Manager got difficult, we adapted. We added this client's Shopify site to the Triple Whale app for more accurate performance tracking and to be able to work off blended ROAS. We also widened our strategy to include Snapchat and TikTok to reach our customers from all angles.

With all of these things taken into account, here are the results of 2021 with Social Nucleus compared to 2020 without:

When this client joined us in November 2020, their main concern was not results or ROAS. Their current agency was achieving a profitable level of performance. What this client wanted was a marketing partner. They wanted to work with a team of experts who were equally invested into the success of their business.

This brand was looking for an upgraded level of service from their marketing partner. They wanted to achieve consistent sales performance alongside our added service benefits:

- Dedicated Account Manager

- Expertise and Management of Facebook, Instagram, Google, Snapchat and TikTok ads

- In-house Copywriters and Graphic Designers

- Web, Email and Branding Support

- Processes and Strategies Developed by Experts

As with every client, we put this brand through our in-depth 14 day onboarding and launch process. Developed in-house by our team of eCommerce advertising professionals, our unique onboarding process includes a 25 page+ journal, completed over 14 working days by Account Managers, Digital Specialists, Copywriters and Graphic Designers.

Our onboarding journal acts as a written resource for both us and the client. A record of important details that help us to form the perfect launch strategy including customer personas, product research and brand analysis.

Website Audit - What needs changing?

Ad Account Audit - How are things looking? Where can we optimise?

Competitor Research - What are they doing that works?Customer Profiling - Detailed customer stories we can target

Pain Point Analysis - What's going on that our customers care about?

SWOT Analysis - Strengths, weaknesses, opportunities and threats for your business

Product, Pricing and Sales Strategy - What products are selling at what prices?

Content Research - What's working and what do we need?

Copy Research - What do customers want to hear?

We used the onboarding process for this client as an opportunity to have an in-depth look into other competitors within this busy market space. Pairing these findings with what we also learnt about our customers, we were able to craft a bespoke launch strategy with specific copy and content to suit hand-picked audiences within the top, middle and bottom campaigns of our funnel.

Optimising What Already Works

As well as launching our own strategy, it was essential that we optimised what was already working here. As this client had already been working with another agency, they had a huge amount of data for us to work with. A large part of our launch plan was to also take a look inside the account, be inspired by existing performing audiences, and ensure the account was optimised to the highest standards.

We adjusted budgets on top performing ad sets, switched off ads that simply weren't working and ensured we made appropriate room for launching our new ads.

We’re a team of experienced, passionate advertising specialists. An in-house team of enthusiastic Facebook Specialists, Account Managers, Copywriters and Content Creators; together we provide an unbeatable service that betters your sales and skyrockets your ROI. Our specialism is supporting eCommerce and lead generation brands in scaling their paid advertisement strategies by taking away all the hard work. Our process is to do the hands-on work for our clients and to let them continue doing what they do best – running their business.

When we see success, we optimise. We know what's working and what isn't, so you can be sure our strategies have been tried, tested and are guaranteed to bring your business success.

No matter what product you sell, our ever-evolving optimising and scaling methods can be adapted to work for every business model.

As we moved through 2021 together, we continued to learn more and more about this brand, their customers and therefore, the best way to scale their ad account. With ongoing audience and creative testing implemented on a weekly basis, we discovered our audience generally fitted the below profile:

Females, aged 18 - 30, interested in cosmetics, makeup beauty, parties, socialising, shopping, reality TV.

We tested a total of 521 ad sets in 2021.

We added new copy and content to the account on a weekly basis. We learnt that the tone of voice for this brand was fun, modern, feminine, empowering, and creative. Customers reacted most to short, snappy and catchy ad copy. Our best-performing copy of our first year working together look as follows:

Heading into our second full year of working together, there's some exciting stuff on the cards for this client. With a year of great growth and consistency under our belts now, we're keen to take it to the next level in the new year.

Our strategy for 2022 is to test, optimise and scale. We'll be creating a custom scaling plan for this brand that includes brand new audiences, a whole host of new creative angles and a results-led plan for upping budgets, optimising existing performance and achieving even better metrics.

We want to help this client break their first £1m year in 2022, as well as lifting AOV and returning customer rate.

Key focuses for this client next year will be:

- New Product Launches

- Bigger and Better Influencer Collaborations

- Maximising Promotions around Love Island, Too Hot to Handle and other popular dating shows

- Summer Parties and Festivals

- Black Friday

- Christmas Parties/NYE

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DISCLAIMER: Although the figures and the results you see on this page are 100% real and genuine, results like these are never guaranteed. We do not promote these numbers with the intention of promising or guaranteeing these results to every business. Our custom advertising methods really can be this effective but there are a number of factors that mean these figures aren't possible for every business. We share these figures for example purposes only and to showcase what CAN be possible. These figures are not overnight successes, this is an essential thing to accept when joining us for this process.

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