Case Study
Dermaclara
Dermaclara is a skincare brand that offers innovative solutions to common skin concerns with their range of advanced face and pregnancy patches.
In Platform
ROAS
ROAS
0
X+
Decrease
CPA
CPA
0
%
Profitable
Ad
Ad
$
0
M+
Introduction
Dermaclara is a skincare brand that offers innovative solutions to common skin concerns with their range of advanced face and pregnancy patches. Their flagship products include anti-aging face patches, designed to reduce wrinkles and promote youthful skin, and pregnancy patches, formulated to prevent and reduce the appearance of stretch marks. Dermaclara’s mission is to provide effective and safe skincare solutions that empower individuals by enhancing their confidence and well-being.
Challenge
Dermaclara struggled with a high cost per acquisition, initially seeing $200 CPA against their goal of $60. They recognized that high-performing user-generated content (UGC) could be the key to reaching their target CPA and scaling their business.
Region:
Global
Company Size:
Enterprise
Industry
Technology
Solution
Our solution involved a strategic, phased approach, starting with identifying key customer avatars and marketing angles.
Phase 1
Identifying Key Customer Avatars and Marketing Angles
- Research and Analysis: Conducted thorough research to understand Dermaclara’s past results to identify potential customer avatars and best performing product. We decided to move forward with the pregnancy patches.
- Creative Report: Developed a comprehensive creative report outlining the most promising customer avatars and marketing angles. This report included detailed profiles of each avatar, potential hooks, and ad angles.
- Content Creation: Based on the creative report, we created a variety of content pieces, including hooks, scripts, and b-rolls. We focused on crafting authentic and engaging narratives that would resonate with the identified customer avatars.
- Brief for Creators: Organized all the content into a detailed brief for content creators, ensuring they had clear guidance on how to produce UGC that aligned with the brand’s goals and messaging.
Phase 2
Testing Creator Profiles
- Creator Selection: Identified and selected a diverse range of content creators and kept the customer avatar and ad messaging the same.
- Content Production: Provided the selected creators with the detailed briefs, guiding them on creating content that highlighted the key marketing angles and resonated with the identified customer avatars.
- Ad Testing: Launched multiple ads using content from different creators but targeting the same customer avatar and marketing angle. This allowed us to assess which creator profile delivered the best results.
Phase 3
Expanding Product Lines and Testing New Avatars
- Product Line Expansion: Leveraged the successful creators and marketing angles to promote different products within Unbound Merino’s product line. This phase aimed to replicate the success of the initial campaigns across a broader range of products.
- Avatar Adjustment: Introduced new customer avatars to test whether the successful marketing angles could be adapted to different segments of the target audience. This involved tweaking the content slightly to align with the interests and preferences of the new avatars.
- Ad Launch and Analysis: Launched the new ads and closely monitored their performance. Conducted thorough analysis to understand the impact of the new avatars and products on ad effectiveness.
- Scaling and Refinement: Based on the performance data, we scaled the successful campaigns and refined the content further to maximize ROI. This iterative process ensured continuous improvement and better alignment with Unbound Merino’s goals.
Results
By the end of Phase 3, Dermaclara experienced a dramatic increase in their ad spend, scaling from $27,000 per month to over $140,000 per month profitably.
Phase 1: Logan
- Objective: Identify key customer avatars and marketing angles, create a detailed creative report, and develop initial content pieces for the pregnancy patches.
- Execution: Conducted thorough research, identified potential customer avatars, created content (hooks, scripts, b-rolls), and provided these to Logan.
- Results: Logan’s ad for the pregnancy patches yielded the following results:
Spend
$
0
Purchases
0
Cost Per Purchase
$
0
Revenue
$
0
Phase 2: Malinda
- Objective: Refine and optimize the identified customer avatars and marketing angles by testing different creator profiles.
- Execution: Provided Malinda with a detailed brief based on refined marketing angles. She created content that resonated with the target customer avatar. Launched multiple ads using Malinda’s content.
- Results: Malinda’s ad for the pregnancy patches delivered the following results:
Spend
$
0
Purchases
0
Cost Per Purchase
$
0
Revenue
$
0
Phase 3: Vanessa
- Objective: Expand product lines and test new customer avatars while leveraging the successful marketing angles and creators from previous phases.
- Execution: Provided Vanessa with a brief tailored to the new product (anti-aging face patches) and new customer avatars. Launched ads using Vanessa’s content targeting the new avatars.
- Results: Vanessa’s ad for the anti-aging face patches achieved the following results:
Spend
$
0
Purchases
0
Cost Per Purchase:
$
0
Revenue
$
0
Results
By the end of Phase 3, Dermaclara experienced a dramatic increase in their ad spend, scaling from $27,000 per month to over $140,000 per month profitably.
Logan
- Objective: Identify key customer avatars and marketing angles, create a detailed creative report, and develop initial content pieces for the pregnancy patches.
- Execution: Conducted thorough research, identified potential customer avatars, created content (hooks, scripts, b-rolls), and provided these to Logan.
- Results: Logan’s ad for the pregnancy patches yielded the following results:
Spend
$
0
Revenue
$
0
Purchases
0
Cost Per Purchase
$
0
Malinda
- Objective: Refine and optimize the identified customer avatars and marketing angles by testing different creator profiles.
- Execution: Provided Malinda with a detailed brief based on refined marketing angles. She created content that resonated with the target customer avatar. Launched multiple ads using Malinda’s content.
- Results: Malinda’s ad for the pregnancy patches delivered the following results:
Spend
$
0
Revenue
$
0
Purchases
0
Cost Per Purchase
$
0
Vanessa
- Objective: Expand product lines and test new customer avatars while leveraging the successful marketing angles and creators from previous phases.
- Execution: Provided Vanessa with a brief tailored to the new product (anti-aging face patches) and new customer avatars. Launched ads using Vanessa’s content targeting the new avatars.
- Results: Vanessa’s ad for the anti-aging face patches achieved the following results:
Spend
$
0
Revenue
$
0
Purchases
0
Cost Per Purchase
$
0
Summary
By leveraging creative reports to pinpoint the optimal customer avatar and marketing angles, we identified the best-performing content creators and scaled up this strategy effectively. This method was then extended to other products, clearly improving ad performance and boosting profitability through each strategic phase.
In Platform
ROAS
ROAS
0
X+
Decrease
CPA
CPA
0
%
Profitable
Ad
Ad
$
0
M+