Connecting to the fans of our beauty content creators and makeup artists community.

Situation.

DTC beauty brand Juvia’s Place had seen the scale of ads across Meta and Google begin to plateau and were looking for new channels to generate awareness among their core avatars. They understood through surveying their customers that many spent time on YouTube, however, they didn’t have the in-house team to build the YouTube ad strategy for them so they turned to Pennock.

Objectives.

Awareness: Increase brand recall among their core avatars within the beauty and makeup space

Profitability: Achieve cost per video view at or below the beauty industry’s benchmark

Traffic: Generate a sizeable lift in traffic as a symptom of spend 

Our Approach.

1. We started to look at Juvia’s Place content creator partners and customer survey results and complied this targeting criteria to precisely reach skincare and beauty mavens

   • Two Ad groups/audience targets

   • Placements (YouTube Channels)

     • Dupethat

     • Fumi Desalu-Vold

     • OHEMAA

     • Angelica Nyqvist

   • In Market Audience

     • Beauty & Personal Care, Makeup & Cosmetics

   • Narrowed the demographic targeting based on where we see traction in our other campaigns. 

     • Targeting only Women

     • Only ages 18-44

2. Project-managed programmatic strategy through to campaign development to ensure launch was smooth and all components of the campaign would properly be tracked.

3. In-flight we optimized our programmatic

4. Analyzed our cohort long term to assess overall impact for the brand 

Our Services.

• Campaign objective selection & strategy

• Audience criteria

• Creative direction