Half the Spend, Five Times the Click-Through.

The Problem

Sky Organics® was built on its founder’s concern about what everyday products do to the environment over time, and on the harder commercial requirement that natural products still have to outperform the household names sitting beside them on the shelf.

Hair and beauty is brutally competitive, and it is worse in mass market and big-box retail, where cutting through the noise is most of the job.

The campaign running before we arrived was expensive and blunt. Two consecutive months came in at $14,656.38 and $22,355.57. Cost per click hovered around a dollar, peaking at $1.48. The best click-through rate the account had ever produced was 1.27 percent, and it took the larger of those two months to get it.

What We Changed

1. Started smaller, on purpose

   The first month of the Curl Care campaign spent $3,489.76 across Facebook and Instagram, well under what the brand had been spending, because a new campaign buying its way to a verdict learns nothing.

2. Tested granularly and continuously

   Audience targeting, new image and video creative, ad copy variations, thumbnail optimizations and remarketing segments, all against extensive competitor research.

3. Pivoted on the data rather than the calendar

   Well-timed pivots rather than scheduled refreshes. Cost per click came down to the $0.39 to $0.41 range while click-through climbed to a high of 5.11 percent.

4. Pointed all of it at the retailer's own page

   Traffic went to the Curl Care collection on the retailer’s site, to online purchase, and to directions for the stores carrying the line, so the campaign was answerable to the partnership rather than to a vanity metric.

What Else Came Out of It

• The retailer rolled the entire Curl Care line out to all of its U.S. stores after the campaign. Contract terms prevent us disclosing unit sales or revenue.