Case Study
Sky Organics
OVERVIEW — Sky Organics® wanted to promote its Curl Care Campaign of products. The hair and beauty product industry is highly competitive – especially for sales in mass market and “big box” stores. Cutting through the competitive “noise” is difficult.
Efferent Media created a social media campaign that exceeded the company’s expectations, increased the number of people responding to the campaign and click-through rate (CTR) while also lowering the cost-per-click (CPC). The overall results also forged a stronger relationship between Sky Organics® and Walmart®.
BACKGROUND — Sky Organics® was established because of the founder’s concerns about the long-term impact of everyday products on the environment. The company’s mandate is to create products that are good for people and the environment. Sky Organics® focuses a lot on what will be good for families both in the present and the long-term impact. At the same time, Sky Organics® beauty products have to be as good or better than the household names already on the market or else they won’t sell.
Sky Organics® has been focused on growing its lifestyle and beauty brand while staying true to its dedication to natural and certified-organic personal care items. The company came to Efferent Media when it had an opportunity to work with Walmart®.
Sky Organics® wanted to make the most of the occasion. Specifically, it wanted to amplify both sales and brand awareness through its limited-time retail presence in a small number of Walmart® locations as well as on the Walmart® website.
Goals
Drive traffic to the Curl Care Collection page on Walmart’s retailer website
Encourage purchases of Curl Care products online at Walmart.com
Promote clicks for directions to drive in-person sales at feature Walmart’s retail stores