Situation

MOB Beauty had established a strong organic presence, leveraging effective owned and earned media channels. However, they faced the challenge of scaling their business beyond the limits of organic efforts alone and aimed to significantly increase their eCommerce sales, targeting a $2M goal for 2024. Despite their success in the organic space, they approached paid media with caution due to previous negative experiences, leading to skepticism about the effectiveness of ads.

Having been disappointed by paid advertising in the past, MOB Beauty was uncertain about the immediate impact and long-term benefits of partnering with a paid media agency. They questioned how quickly Pennock could deliver meaningful results, especially given their tight budgets and heavy reliance on creator collaboration content.

Objective

Our main objective was to attract new audiences while also engaging existing customers. Our secondary objective was to achieve a blended 5x ROAS from paid media campaigns by strategically scaling budgets to maximize total top-line revenue while optimizing performance across all channels.

Our Approach

To elevate MOB Beauty's brand and reach new heights, we crafted a strategic media plan centered around full-funnel strategies on Meta. By meticulously analyzing audience interests and behaviors, we defined segments that aligned seamlessly with the brand, ensuring our main aim was not only to attract new audiences but also to engage existing customers.

Understanding the significance of product launches, we allocated a substantial budget to promote these high-interest events and pushed for organic growth, monitoring our campaigns hour-by-hour to optimize MOB’s efforts and maximize revenue. Our targeted campaigns on Meta reached out to new audiences, social media engagers, and website visitors, effectively broadening our reach.

Moreover, we leveraged creator collaboration and internal creatives to develop compelling ad content built around proven hooks, providing weekly feedback and insights to refine our creative process. This collaborative approach allowed us to maximize the performance of each new creative, ultimately contributing to the success of our strategic initiatives.

Services Provided

We optimized MOB Beauty’s results, through focused campaign planning, meticulous media handling, and real-time adjustments to match growth targets. Pennock provided valuable insights and thorough analysis to ensure every detail of the paid media strategy matched MOB Beauty goals to scale their brand.