This campaign utilised the compelling story behind the brand and the passion of its founder to communicate the ethos of the brand. As one of the first wax-clay hybrid styling products on the market, we wanted to explore the unique story behind their best selling product.

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By capitalising on the natural charisma of the brand owner, we produced a campaign that communicated the unique story of the brand and product. We also created multiple variations of this winning concept by splicing brand assets with the produced video which strengthened the concept and extended its longevity.

Six to eight months into our partnership with SALT Grooming, we encountered a scaling constraint - our CPA was rising, and ROAS was dropping. We initially tackled this with a creative testing strategy, doubling the volume of creatives tested and exploring new messaging to attract customers and reduce CPA. While this produced some positive results, it wasn’t enough to reverse the overall trend.

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Next, we shifted focus to platform optimisation. Our analysis revealed that new customer CPA had increased significantly, nearly tripling, indicating that the challenge wasn’t only CPA but specifically new customer acquisition costs.

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Recognising Meta’s reliance on data signals for optimisation, we set up a custom conversion event to differentiate new customer purchases from repeat ones. Although results weren’t immediate, we gradually saw new customer CPA decrease, leading to an overall drop in CPA. Coupled with new winning creative concepts, this approach helped us overcome the performance dip, reaching record-high performance levels and supporting budget increases.

Six to eight months into our partnership with SALT Grooming, we encountered a scaling constraint - our CPA was rising, and ROAS was dropping. We initially tackled this with a creative testing strategy, doubling the volume of creatives tested and exploring new messaging to attract customers and reduce CPA. While this produced some positive results, it wasn’t enough to reverse the overall trend.

‍

Next, we shifted focus to platform optimisation. Our analysis revealed that new customer CPA had increased significantly, nearly tripling, indicating that the challenge wasn’t only CPA but specifically new customer acquisition costs.

‍

Recognising Meta’s reliance on data signals for optimisation, we set up a custom conversion event to differentiate new customer purchases from repeat ones. Although results weren’t immediate, we gradually saw new customer CPA decrease, leading to an overall drop in CPA. Coupled with new winning creative concepts, this approach helped us overcome the performance dip, reaching record-high performance levels and supporting budget increases.