Sky Organics

The Efferent Media Curl Care campaign began with $3,489.76 spent on Facebook and Instagram in February 2021. That was significantly less than what Sky Organics® had been spending, and even in March 2021, the budget was only $8,000, so when combined with it being a new campaign, the $0.70 CPC and 0.90% CTR in February and $0.86 CPC and 0.74% CTR in March were expected.

The campaign began to significantly take off in April 2021. The amount spent was similar at $8,011.70, but through expert management and continual testing Efferent Media was able to lower the CPC to $0.62 and raise the CTR to 1.22%.

That process of ongoing testing and refinement produced the results shown in the chart below. By July to September, Efferent Media’s campaign was able to get CPC down to a range of $0.39-$0.41. At the same time, the CTR increased to a high of 5.11% in September.

How did Efferent Media achieve these results? Through expert optimization based on extensive competitor research and continuous testing in Granular audience targeting, new image and video ad creative, ad copy variations, thumbnail optimizations, remarketing audience segments, and well-timed pivot strategies.

CONCLUSIONS

Efferent Media was able to decrease the total amount Sky Organics was spending to promote its Curl Care Collection at Walmart®, lower the cost per click and increase the click through rate at the same time. In fact, at the end of this particular campaign, CTR hit a high of 5.11%, and CPC was at one of its lowest points from the period of August 2020 to September 2021, while only spending $6,117.94 – less than half of what Sky Organics spent in October 2020 and less than a third of what was spent in November 2020 before working with Efferent Media.

At the same time, Efferent Media was able to achieve this while decreasing the amount of money spent. As the charts above show, Sky Organics® was spending substantially more before working with Efferent Media, though two months had zero money spent. On average, Sky Organic’s prior campaign had an average cost of $7780.74 per month. After the first month, Efferent Media’s campaign spent about $8,000. Over the course of the entire Efferent Media campaign, Sky Organics® spent an average of $7202.40 per month, which is a 7.43% decrease while also improving results overall.

You may be wondering how that affected sales since clicking for directions does not guarantee an actual instore visit and abandoned shopping carts are the bane of e-commerce websites. The results were even more outstanding.

Due to the terms of our contract with Sky Organics® and its relationship with Walmart®, Efferent Media cannot disclose the actual number of sales or the total revenue generated. However, Efferent Media’s Curl Care Collection campaign was so successful that Walmart® struck a new deal with Sky Organics® to roll out its entire Curl Care product line to all of its U.S. retail locations.

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