STRATEGY, CREATIVE, LIFECYCLE, ORGANIC SOCIAL & INFLUENCER, PAID SOCIAL, PHOTO & VIDEO PRODUCTION
BEAUTY
3.2
BLENDED ROAS
73%
INCREASE IN ANNUAL SITE SALES
69%
INCREASE IN SALES POST AMAZON SHOP LAUNCH
55%
INCREASE IN EMAIL LIST SUBSCRIBERS
“I must say some things are meant to be, and I feel that Face Halo x Giant Propeller is one of those things!”
LIZZY PIKE
CO-FOUNDER
After our initial marketing audit, we determined Face Halo’s business barriers:
01
The brand’s awareness in the US had not been established yet, so we were essentially starting from zero.
02
Attribution tracking was not properly set up. Inaccurate tracking was causing Face Halo to inefficiently invest their ad spend based on flawed performance metrics.
03
While assessing social commentary, some users were spreading negative product feedback without ever using the product. They found it “too good to be true.” These comments were harming the overall brand image and reputation.
04
The Face Halo content library was stale and needed a refresh.
05
Face Halo had no marketing automation set up, and their US customer email list was non-existent.
Solutions.
In order to propel the Face Halo brand, we needed to go back to the drawing board. We started with a brand audit to truly understand the product, industry, competitors, and consumers. From there, we clearly defined the brand, our target audience, and our 6-month holistic marketing strategy for our path to US brand recognition and growth.
Brand Strategy
As part of our brand audit, we conducted in-depth market research and surveys, developed clear brand positioning, and established points of differentiation within the US market.
Tracking & Attribution
We properly set up marketing attribution tracking to monitor performance and track conversions. We also identified that Face Halo had been comparing their US sales results to their Australian results without adjusting for the difference in currency.
Photography & Production
Our new brand strategy called for a content refresh. Being the full-service marketing agency that we are, we conducted a photography and videography shoot to capture fresh content for the brand.
Holistic Content Strategy
The new content was leveraged across all creative and brand channels, including paid media, email and organic social.
In today’s beauty market, quality social content is key. Following social trends, GP maintained a consistent flow of new content tailored to our makeup-wearing market.
Social Media & Influencer Marketing
We got to work building a US following for the Face Halo’s brand. With a fresh content library and strategic social calendar, we built not only a following, but a community of loyal makeup enthusiasts.
Through careful community management, we focused on generating social proof, changing the narrative from “I don’t believe this product works” to “this product is unbelievable!”
We tested multiple influencer campaign strategies –boosting posts on influencer accounts and utilizing the new brand partnerships.
Email Marketing
Leveraging our email automation platform, we engineered and designed Face Halo’s Welcome Series, Abandon Cart, and Announcement Series.
As part of our lifecycle strategy, GP also crafted a nurture sequence to retarget existing customers within our funnel.
Paid Media
Giant Propeller set up strategic performance marketing and awareness generation campaigns that ran across Google (Search Ads, Shopping Ads, Display Network, and YouTube), Facebook and Instagram, Pinterest and Criteo.
Results.
With Giant Propeller at the helm, our brand strategy enabled us to generate significant awareness and sales within the US beauty market. During the first year, Face Halo’s eCommerce business experienced steady month over month growth, and demand for their makeup remover pad was up across the board.
Face Halo chose Giant Propeller to launch their brand within the US beauty industry. GP not only created awareness of the brand, but generated a modern content library, built an online community, and established a lifecycle marketing strategy for the growing Face Halo customer base.
3.2
BLENDED ROAS
173%
INCREASE IN ANNUAL SITE SALES
69%
INCREASE IN SALES POST AMAZON SHOP LAUNCH
55%
INCREASE IN EMAIL LIST SUBSCRIBERS
Photography & Production
Social Media & Influencer Marketing
Email Marketing
Within our first year, Face Halo’s email list grew by 55%
Our email campaigns proved to be a reliable revenue-generating tool MoM.
Paid Media
With our KPI’s focused on top-of-funnel awareness, exposure, and eventual conversions, we were able to maintain a 3.2x ROAS throughout the year.