The
Brand
Neemli Naturals is a home grown skincare brand based out of Mumbai.
Their focus is to provide all natural skincare products to the customers; while being a vegan, cruelty free, and environment friendly brand.
USP -Neemli Naturals
The
Challange
Deliver social ads to the relevant audience, catering towards organic skin care.
Neemli Naturals was stuck at a stagnant revenue, and users for almost an year. Retention rates were consistently below industry standards too.
All these factors contributed a pretty steep mountain to climb. As scaling a brand while maintain the same profitability is a major task, and one of the biggest bottle necks.
The
Strategy
01
Target Right Audiences
Our target group was women aged 20-35, enthusiastic about skin care and leaning towards natural skin regimes.
Further high value lookalikes were tested, which helped us paint the perfect customer’s persona to help leverage the Facebook/Google Algorithms.
02
Omni Channel Data Analytics
After testing a few creative angles, a major ask was to collate the data, draw inferences, and then further decide the course of action.
The data primarily was sourced from three major platforms; Google, Facebook, and Snapchat. All the data was integrated into a singular dashboard to enable a bird eye view.
03
Engagement Driven Content
In order to deliver powerful message to the audience, video creatives, and testimonials of influencers were utilized in the top of funnel.
As the creatives tested/utilized were honest reviews, and coming from well known sources, they resonated with the potential buyers.
This helped us leverage the exceptional engagement rates, and lower the CPM costs consistently month over month.
Marketing Funnel
Ads
How we
did it
Data Driven Custom Audiences
We selected high performing audiences by analyzing the data at hand. Only audiences that had produced a ROAS of 2.5+ and significant volumes in revenue were handpicked.
Aggressive Ad Changes
We Changed the angles in all the ads and designed high CTR creatives revolving around the Diwali festival.
We also used CBO strategy on Facebook Ads, and categorized same niche interests and lookalikes in the same campaigns.
Watchful Optimizations
After digging deep at product and item level, we identified gateway products, and launched separate campaigns with personalized audiences to pushed them to the market
As the sale lasted whole month, many data backed decisions were made, including scaling of the best audience+creative combinations.
Results
MoM ROAS vs Revenue
Here we have a scale of Revenue v/s the return on Ad spend (ROAS) for the a span of 4 months.. As you can notice there is no negative impact on ROAS when the revenue increased.
MoM CR vs AOV
Here we have a scale of Average Order Value (AOV) v/s the Conversion Rate (CR). This indicates that the average order value grew by a fair bit with CR Also Increasing over a span of 4 months. Reaching the to date perfect in December.
Channel vs New Users
New users segmented by channels compared for September (Pre OrangEdge)an & October(Post OrangEdge). You can study the graphs, the main growth is in the paid media channel because of our successful campaigns. In spite that we ca see a trickle down effect onto other channels as well.
Testimonial
Bhaskara Seth
Co-Founder “Neemli Naturals”
