CASE STUDY #2: LOCAL skincare BRAND
achieved their highest one-day sale at php238k on a non-mega campaign day
SUMMARY
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We achieved PHP238K in sales for one day. And no, it’s not during Ber-months and it’s not a mega campaign.
How did we do it?
WHAT
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A detailed summary of our exact steps and what our thought process is.
HOW
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What worked why did it work?
TAKEAWAY
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Here’s how you can use this to improve your business too.
STEP 1 ———
KNOW THE MOTIVATIONS BEHIND PURCHASES
UNDERSTAND WHY YOUR TARGET MARKET BUYS YOUR PRODUCTS.
Even in the absence of a campaign, understanding the motivations behind purchases is paramount.
It allows you to know how best to position your product and what is needed to be said in your ad and copy to get your market’s attention.
Understanding your target market will also give you an idea of the types of campaigns and promos that you can run.
It answers the questions what campaigns are relevant and relatable to my target market? What is the promo that they will most likely want to receive?
STEP 2 ———
IDENTIFY THE BEST PROMO YOU CAN GIVE
KNOWING THE BEST PROMO YOU CAN GIVE WILL ALLOW FOR THT SCROLL-STOPPING ACTION WE WANT FROM OUR TARGET MARKET. IT’S ALSO THE EXTRA PUSH TO MAKE PEOPLE VISIT YOUR STORE.
Now that you know what your target market wants, it’s time to translate it into a promo. What is the best promo you can give?
This depends on a lot of factors such as the campaign you want to run (is it a clearance, themed, or regular campaign?), your profit margins, and the stock level that can accommodate a large promo.
STEP 3 ———
TEASE YOUR CAMPAIGN
HAVING A TEASING PERIOD WILL GATHER ENOUGH ADD TO CARTS THAT WILL LATER CONVERT TO PURCHASES. DURING THIS TEASING PHASE, SCALE THE ADS AND THE AUDIENCES THAT HAVE THE LOWEST COST PER ADD TO CART.
Teasing periods are not just for mega campaigns. If you have a big promo and there is a big brand-led campaign by your brand, you can already do a teasing campaign.
Teasing periods will allow you to test the promo and the ads that communicate it. But most importantly, it gathers add-to-carts that will convert on the day of the campaign.
These add-to-carts will give you a high ROAS during campaign days.
THE TAKEAWAY
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1. KNOW YOUR BESTSELLERS
Know what drives your business’ sales and know why these are bought by your customers.
2. USE A STRONG PROMO
A strong promo such as discounts, free shipping, or vouchers, convince people to purchase now.
3. SCALE working ads
Scale what worked and replicate this for similar products. Always supplement Facebook Ads with in-platform ads or vice-versa.