Situation.

Marie Veronique was on the brink of a significant growth opportunity, aiming for a 20% increase in eCommerce sales year-over-year. As a leader in the “nontoxic” and “microbiome-friendly” skincare industry, they sought to leverage their strong reputation by boosting website traffic and launching a special “friends and family” deal ahead of the competitive holiday season.

To maximize marketing efforts, the team needed to refine their audience segments, targeting the right customers during this crucial time. However, challenges loomed due to their limited experience with paid media agencies, creating uncertainty about immediate results. This pressure was intensified by the competitive landscape of the clean beauty market.

Despite these challenges, the team was determined to implement a strategic approach that would not only meet but exceed their ambitious goals. With careful planning and a focus on effective audience targeting, Marie Veronique was ready to embrace the opportunities for growth that lay ahead.

Objectives.

Marie Veronique aimed for a 3x blended ROAS from their paid media campaigns, identify their audience segments using performance data, expand their website traffic by 50% year-over-year, and increase their eCommerce 20% year-over-year.

Our Approach.

To achieve Marie Veronique's ambitious goals, we crafted a comprehensive media plan that utilized both Google Ads and Meta platforms, employing a full-funnel strategy to engage potential customers at every stage of their purchasing journey. We began by refining the brand's audience through complementary interests and behaviors, enabling precise targeting. The strategy was divided into two phases: the first focused on expanding brand awareness ahead of the holiday season by allocating a larger budget to the early bird phase, setting a solid foundation for our upper funnel objectives.

In the second phase, we implemented effective retargeting during peak sale events to meet revenue and ROAS targets. On Google, we launched various campaigns, including Branded Search, Non-Branded Search, Dynamic Search Ads, and Performance Max, designed to attract a wider audience to the Marie Veronique website. Simultaneously, we executed targeted campaigns on Meta, focusing on new audiences and users who engaged with the brand’s social media. Tailored messaging for each segment maximized conversions and overall engagement.

Our strategy aimed to drive both new purchases and higher-value transactions. Initially, we focused on maximizing conversion volume by targeting potential new customers, then promoted product bundles during the early bird phase to increase the average order value (AOV). This dual approach resulted in a 16% lift in AOV for product bundles—the highest in the brand’s history—and a 35% increase in total eCommerce revenue year-over-year within just two months of execution. Through ongoing optimizations and thorough analysis, we successfully positioned Marie Veronique for sustained growth in the competitive clean beauty market.

Services

We launched various Google campaigns, including Branded Search, Non-Branded Search, Dynamic Search Ads, and Performance Max, to attract a larger audience to the Marie Veronique website. On Meta, we targeted new audiences and engaged users with tailored messaging to maximize conversions.

Our strategy focused on two main objectives: maximizing conversion volume by targeting potential new customers and increasing average order value (AOV) by promoting product bundles during the early bird season. This dual approach effectively met our goals and supported Marie Veronique’s business objectives.