CASE STUDY
Evans DermalogicalBackground
Evans Dermalogical is a homegrown Singapore skincare brand, operated by Color Play Enterprise. The company carries a wide variety of different beauty products which include but are not limited to facial masks for skincare and beauty serums.
Their products are sold online via e-commerce platforms like Shopee and Lazada and distributed at retail pharmacy outlets throughout Singapore.
At a Glance
Return on Ad Spend
new leads secured
Client Satisfaction
people added products to their cart indicating more potential sales
Improved Evans Dermalogical’s online presence and brand awareness
Challenges
While Evans Dermalogical was eager to boost the market presence of one of their innovative skincare solutions, they faced a trio of significant hurdles:
- Raising Product Awareness: Evans’ had launched a relatively new product which is the 15 % Vitamin C serum with Ferulic Acid, because of this, they were looking to boost awareness for it and establish their market presence.
- Need for Expertise: To ensure the successful launch of their new product, Evans’ needed experienced digital marketing professionals to fully leverage on the connectivity offered by the internet.
- Financial Constraints: A tight marketing budget meant that Evans’ options were limited. They turned to us for innovative, cost-effective strategies that would help them improve brand awareness for their new product.
Addressing these challenges was crucial for Evans Dermalogical as they aimed to widen their customer reach and strengthen their position in the bustling skincare industry, all the while navigating through the constraints of budget and expertise.
Our Approach
1. Designed and Ran Facebook Ads
By leveraging on the expansive reach and precision targeting capabilities of Facebook, we embarked on a mission to connect Evans Dermalogical with a wide and well-defined audience for their skincare solutions.
To improve campaign efficiency, we employed strategies focusing on custom audiences and lookalike audiences on Facebook. This was accomplished by:
Segmentation
Through our internal research, we segmented the target audience into two distinct groups: the Youth and the Mature, tailoring our creatives and copy wording to resonate uniquely with each demographic’s preferences and behaviours. This strategic segmentation enabled us to communicate more effectively and engage with each group on a deeper level.
Targeting
Having segmented our audience, we then honed in on individuals with interests in skincare, beauty, cosmetics, health, and wellness, among other related areas, ensuring our message reached those most aligned with the group’s affiliations. This precision targeting was essential for enhancing campaign relevance and engagement.
2. Tracked Buyer-Readiness via Facebook Campaigns
We ran a Free Sample campaign on Facebook to collect data on potential leads and track buyer-readiness for Evans. Facebook was the best platform for this purpose as its user-friendly interface simplified the sign-up process, making it easy and seamless for users to express their interest in receiving a free sample.
This made it easy for potential customers to connect with the campaign which let us discern their readiness to purchase Evans Vitamin C serum. It also allowed us to determine if customers needed further product education.
The information collected from the “Free Samples” campaign allowed Brew to retarget individuals who have expressed interest in Evans’ product i.e. those who have interacted with the ad/page or visited the website. From here, we would go on to populate Evans’ database with these high-quality leads.
3. Produced High-Quality Visuals for Evans’ Facebook Campaign
To capture attention on the crowded Facebook feed, we developed vibrant and engaging visuals for our ads. By utilising bright colours, compelling graphics, and imagery that resonated with the skincare industry, our ads were designed to stand out and grab the viewer’s attention immediately.
We carefully reviewed every type of visual we used, including pictures, slideshows, GIFs, and videos with music, to see which ones did the best. Then, we built on the success of past visuals to continually improve quality.
Our strategy not only improved brand visibility and engagement rates but also significantly increased the quality and quantity of leads, driving interest and potential sales for their flagship Vitamin C Serum among a broad audience.
Ran Ads on Google
Incorporating insights from Brew’s thorough research, we segmented and structured our Search ads based on internal research. This would provide us with insights on audience behaviours and take proactive action to optimise the ads.
Over a period of 3 months we monitored the performance of Evans’ ads and noticed that branding keywords such as “Evans vitamin C serum”, “Evans vitamin C”, and “Evans vitamin C serum review” were receiving significant search volumes.
All of which indicated that Brew’s overall campaign strategy is successfully increasing interest and curiosity for Evans’ products.
Evans Dermalogical’s Strategic Beauty Boost
For Evans Dermalogical, our targeted campaign not only met but significantly exceeded expectations, illuminating the path to greater brand engagement and customer readiness. Here’s a snapshot of the remarkable achievements:
- Lead Generation Triumph: The “Free Samples” campaign was a resounding success, capturing 2,651 leads and vastly surpassing our initial Key Performance Indicator (KPI) of 1,000 email addresses.
- Shopping Cart Milestone: Our campaign also saw a substantial number of potential customers taking a crucial step towards purchase, with 695 “Add to Carts” recorded. This figure not only overshoots our KPI of 500 but also signals a high level of product interest and readiness to buy among our audience.
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