A beauty company achieves stronger middle funnel activity

The Challenge:

For many beauty companies, launching a pride campaign is a pain point; inclusivity campaigns are often misinterpreted as performative and ultimately create backlash. The beauty company sought to show their commitment to diversity and inclusion in a genuine and respectful manner, but wanted to approach the campaign with insights from their competitors’ Pride month messaging. The company’s existing Pride materials saw little traction and rapid fatigue, with a website CVR just 17% of their desired target.

Alison’s Approach:

Alison conducted an analysis of competitor creatives and data, attributing specific video features to impressions and thus gleaning powerful insights on attractive features for the company to include in their own future creatives. Competitor Pride campaigns ranged vastly, but several common tags showed strong performance among competitors. 

The tag Character Type: Diverse held 93% of competitor impressions but just 42% of the company’s own impressions. The tag showed strong performance for the company with a CVR 147% higher than the account average, but had very low spend and thus required further testing. Additionally, the in-ad messaging showed compelling opportunities. Creative Copy: “Be You!” provided 68% of top competitor impressions, but was untested by the beauty company.

The platform provided these key insights:

• Character: Included (100% competitor impressions, 70% of your impressions)
• Character Type: Diverse (93% competitor impressions, 42% of your impressions)
• Clothing Type: Rainbow (85% competitor impressions, 30% of your impressions)
• Creative Copy: “Be You” (68% competitor impressions, you have not yet tried this tag)

Further Insights:

• Character Type: Diverse (+147% CVR, requires further testing)
• Clothing Type: Rainbow (-57% CVR)
• Clothing Type: Business (+94% CVR, requires further testing)
• Clothing Type: Sport (+15% CVR)
• Creative Copy: “Happy Pride Month!” (-22% CVR)

Results:

The beauty company’s campaign saw a 184% increase in CVR over the first 3 weeks of launching completely new creatives and sustained a 66% increase in CVR for iterations on existing creatives in the same time frame. By modifying existing creatives with simple fixes and building new creatives with the powerful insights, the company met their target KPI goals for the campaign.

Collaboration with Alison yielded three major results:

1. The company was able to avoid backlash from overly-performative Pride advertising and instead appealed to the target audience by establishing their brand as respectful and inclusive.
2. The company gained key insights on their competitor’s creatives and was able to compare high-impression tags to their own tag performance to determine where to test further and where to experiment with new creative features.
3. Alison was able to spot ad fatigue in the company’s existing creatives, allowing them to revamp the creatives with simple tweaks and ensure the budget was being allocated effectively.