Situation
MOB Beauty had built an incredible organic presence, establishing strong owned and earned media channels. However, they faced the challenge of scaling their business beyond what organic efforts alone could achieve. They aimed to significantly boost their eCommerce sales, targeting a $2M goal for 2024. Despite their success in the organic space, they were cautious about paid media due to previous negative experiences, leading to hesitation and doubt about the potential effectiveness of paid ads.
Having been burned by paid ads in the past, MOB Beauty was skeptical about the immediate impact and long-term value of engaging with a paid media agency. They were unsure how quickly Pennock could achieve meaningful results, especially with tight budgets and a significant reliance on creator collaboration content.
Objective &
Achieve a blended 5x ROAS from paid media campaigns.
Scale budgets to maximize total top-line revenue.
Approach
We devised a strategic media plan that included full-funnel strategies on Meta. We focused on defining audience segments by analyzing interests and behaviors complementary to MOB Beauty’s brand. Our main objective was to attract new audiences while also engaging existing customers.
Capitalize on New Product Launches: Allocated a significant budget to promote new product launches and organic pushes, aiming to maximize revenue during these high-interest times. Monitored campaigns hour-by-hour to ensure we were getting the most out of MOB’s organic efforts.
Meta Advertising: Implemented targeted campaigns on Meta, focusing on new audiences, social media engagers, and website visitors.
Collaborative Content: Leveraged creator collaboration content, as well as internal creatives, to produce engaging ad creatives built around hooks proven to work in the paid space. Provided weekly feedback and insights on creative tests, building a new creative process alongside MOB to maximize the performance of each new creative
Services
Campaign planning
Media management
In-flight optimizations
Analysis and insights
Key Results.
+168% Growth
Increased top-line revenue by 168% year over year.
5.4x ROAS
Achieved a 5.4x ROAS within the first 30 days of paid media campaigns.
🡱4.5% blended ROAs
Maintained an over 4.5x blended ROAS since campaign implementation.
Positive Impact
Within the first 30 days, our paid media campaigns resulted in a significant boost in performance:
Website Traffic and Revenue: Achieved a 313% increase in top-line revenue month over month.
ROAS: Maintained an impressive 5.4x ROAS in the initial month and over 4.5x ROAS thereafter.
Creative Process: Established a new creative process and testing cadence for MOB Beauty’s team, offering detailed insights on the best-performing creatives.
Catalog Ads: Launched optimized catalog ads with up to a 7.85x ROAS.
We discovered trends in their paid performance that aligned with the timing of new product launches and adjusted our strategy to scale budgets up during high-performance times. We also identified weekly trends and utilized these insights to maximize results without having to scale overall budgets.
Our collaborative efforts and strategic approach not only delivered exceptional results but also restored the client's confidence in the power of paid media. MOB Beauty felt a renewed sense of optimism and excitement about their growth potential, seeing firsthand the tangible benefits of a well-executed media plan and is now open to not only increasing their paid media budgets, but expanding into new paid media channels with Pennock.
