In the ecommerce world, getting a product to stand out among the many options out there can be a real challenge. Such is the case of Glo: a beauty ecommerce that sells a high-end electric anti-cellulite massager.
For our PPC experts, the challenge was twofold from the start: not only did they need to stand out from the competition, they also had to convince potential customers that their flagship product, the massager, was worth it, despite having an above-average price, the device packs advanced tech and superior features compared to most products from the competition.
However, thanks to a well-designed and well-executed Facebook Ads and Instagram Ads strategy, Glo has significantly boosted its sales and improved its return on investment.
Here's exactly what we achieved for the brand:
Thanks to Alba Brotons' work and the client's proactive collaboration, we can take pride in taking the ROAS from 1.98 all the way up to 5.57.
And all of that in 78 days, no small feat.
Below, we'll walk you through the details we faced to get to these numbers.
Please, read on:
Starting point: an exceptional product with low conversions
Great, now that we've whetted your appetite with the results, let's talk about our client's context and product:
Glo910 is a sophisticated non-invasive device built to reduce cellulite while improving lymphatic drainage.
Its design has been recognized and awarded for its effectiveness, and it features a robust motor that efficiently breaks down adipose tissue. The product is also praised for its natural, painless qualities and how easy it is to use.
The anti-cellulite device can be bought on several platforms, such as Amazon, Macy's and stores like El Corte Inglés, and is designed for home use and specifically engineered by medical professionals.
All of this makes it an excellent choice, and as you know, there's no better marketing than a great product.
Or is there?
Because as much as we never tire of saying it, having a great product or service is only half of the short-term equation.
Without solid marketing, it's very hard to sell this type of device.
And while Glo910 is an exceptional anti-cellulite massage machine, it costs 8 to 10 times more than alternative products.
Which makes it hard for the target audience to make a quick purchase decision.
So, our client found themselves investing money in campaigns that were barely profitable due to lack of conversions.
A situation we had to turn around in the very short term: we're talking days, not weeks or months.
The problem: a high-priced, unknown product
Glo's electric anti-cellulite massager is a high-end product that far outperforms most electric massagers on the market in both features and price.
But that higher price translated into difficulty convincing customers that the investment was worth it.
It rules out impulse purchases entirely.
Electric massagers can be considered an impulse product, and many customers buy them on a whim. However, in Glo's case the price takes impulse off the table.
Customers must first understand why the investment is worth it before buying.
Plus, since it's a beauty product, we had to compete against a huge number of options on the market, many of them much cheaper and with a broader audience.
So, since the campaigns were below the required profitability threshold, our main goal was to "refocus" them on the right target audience.
An unsustainable short-term situation that needed to change radically.
Something that made things much more complicated.
Since it essentially meant blowing and sipping at the same time.
Fortunately, our team's extensive experience in these situations, where they navigate perfectly thanks to their skill analysing campaign data, allowed us to solve it.
But let's look at how we did it:
The solution: understanding the challenge of selling a high-end electric anti-cellulite massager
The biggest challenge we faced was convincing potential customers that the Glo massager was worth its price.
Most electric massagers are priced between €30 and €60, but the Glo910 massager is priced above €369. However, the company maintains that the Glo massager's results are much more effective, fast and visible, especially when used consistently.
To grow sales of their flagship product, Glo, we coordinated with the client on a comprehensive marketing strategy spanning multiple channels and tactics.
Putting the focus on improving how the value is perceived by the target audience.
Below are some of the actions we rolled out:
1 – Defining the right target audience for the product
We'd confirmed that potential users found it hard to understand the value of the Glo massager compared to other electric massagers, especially if they'd never used one before.
So, to improve sales-campaign data, we decided to invest time in testing different approaches to define the most profitable target audience.
After several tests and data analysis, we focused the campaigns on:
This way we built specific campaigns more likely to resonate with their audience.
2 – Leveraging the brand's guerrilla marketing:
We encouraged the Glo team to lean into the product's strengths, taking advantage of the fact that they had also started running use challenges on social media every 2–4 months, inviting customers to use the Glo massager daily for several weeks.
During these challenges, customers received advice and support through live WhatsApp/Telegram groups, organic social posts and email.
For these challenges, we helped build a solid email marketing strategy and worked on it deeply, feeding it with Meta PPC campaigns:
Both campaigns proved to be a great move, feeding the lead funnel first and then boosting sales closing.
This let Glo dive deeper and develop its email marketing strategy while reinforcing the brand image.
3 – Optimizing the Meta product feed and catalogue campaigns
On the other hand, we put a lot of effort into optimizing the product feed in the Meta campaigns and ran catalogue campaigns to drive sales.
This way, we made sure the Glo massager was shown to the right people at the right time, increasing the chances of conversion.
That helped improve conversion rates on the Social Ads campaigns.
4 – Improving video campaigns for Facebook and Instagram ads
We also took advantage of the fact that the brand puts a lot of care into its image and into producing all the video materials recorded in-house to feed the Facebook and Instagram Ads campaigns.
Which allowed us to progressively optimize the campaigns to make them more efficient and compelling.
With this we got the company's message to a much more suitable audience in terms of profitability, boosting the chances of conversion.
5 – SEO optimization of product pages
Finally, it's worth mentioning the SEO work done, also by the iSocialweb team, to optimize the product pages.
Something that has helped make the campaigns more effective.
SEO and PPC, in many cases, are symbiotic if they're focused on improving user experience.
As in this case. By improving the UX of the product pages, Meta's internal algorithms understand that the products are relevant to a given audience and, therefore, the campaigns get shown more prominently to users who share similar traits.
Thus increasing exposure and lowering cost per click.
By doing so, we make it easier for customers to find the Glo910 massager and understand why the investment is worth it.
As you can see, we faced several challenges in selling Glo's electric anti-cellulite massager.
In the end, thanks to better target audience definition, running frequent challenges, optimizing the product feed in Meta campaigns, improving video campaigns for Facebook and Instagram Ads, and investing in SEO optimization, the company has improved its ability to convert customers.
Several must-have levers to reach the results needed to start turning campaigns profitable.
The results: an outright success
All the efforts from this refocus of the marketing strategy, supported by iSocialweb, have allowed Glo910 to optimize its results.
The proof is right below:
Compared with the same period last year, with ad spend up 45%, we achieved:
The reality is that leveraging the solid brand image built by the client to refine the target audience of the Facebook and Instagram campaigns proved to be a smart move.
While the client focused on generating content and building a strong brand image, we leaned on those actions to refine the target audience.
Otherwise, everything would have been much more complicated.
Still, the path to these results was far from easy.
Our team acted decisively and effectively to avoid the wear and tear of a race against the clock, marked by fierce competition, and to offer the client the highest possible return. If Glo does well, we do well: win-win.
So, we were forced into a frenzy of tests and campaign optimizations until we fine-tuned the data, and through trial and error pinpointed the right target-audience segment to direct the bulk of video and image ads at for lead capture.
That was the key from the start given how exceptional the product is.
Once we nailed down the ideal target, everything became easier.
This way of iterating with constant changes and optimizations is how we work at iSocialWeb.
Which lets us minimize mistakes and maximize results to fulfil our mission: nothing less than thrilled clients.
Something very hard to achieve in such a competitive, constantly evolving industry.
In conclusion: what we can learn to succeed on Meta
Glo's success in the Meta campaigns managed by our PPC team shows the importance of having a professional team capable of:
The key in this case, as in many companies similar to Glo, differentiated product with a high price, is being able to define a specific target to whom the product's value can be demonstrated quickly and effectively.
Without a doubt, all of this combined with:
Has made it possible to share here the outright success in selling their flagship product: Glo910.
Something surely only the best agencies can pull off.