Overview
NARS has faced fierce competition within the beauty industry, particularly in digital spaces and marketplaces. To help the brand maintain and grow its e-commerce presence, we developed a comprehensive performance marketing strategy. Our efforts have been focused on driving consistent visits and enhancing sales conversions across both the NARS ecommerce website and marketplaces.
We provided NARS with a comprehensive performance marketing strategy that included:
- Performance Marketing Strategy
- Optimisation
- Data Analysis & Insights
the challenge
In the highly competitive beauty market, NARS needed a solution to stand out in the crowded digital space. Achieving consistent sales and conversions while maintaining brand visibility was a challenge we were fully prepared to tackle.
the challenge
In the highly competitive beauty market, NARS needed a solution to stand out in the crowded digital space. Achieving consistent sales and conversions while maintaining brand visibility was a challenge we were fully prepared to tackle.
Our Approach
We implemented a full-funnel strategy, focusing on both maintaining consistent visits and executing promotional efforts to ensure steady traffic and continued sales growth.
“Always-On” Strategy
We aimed to broaden the audience base and maintain consistent monthly website visits with minimal discounts. By leveraging product-focused content, we educated consumers about NARS’ offerings, inspiring them to explore and experience the products.
Promotional Campaigns
Through exclusive deals and limited-time discounts, we created a sense of urgency that drove purchasing decisions and boosted conversions. This promotion-driven content helped increase sales and enhance return on ad spend (ROAS).
Full-Funnel Tracking
Our tracking system monitored the entire consumer journey, from advertising to interactions on the website or marketplace, providing valuable insights into user behaviour. This allowed us to continuously refine and optimise our strategies.
Scaling by Best Performing Campaign
We analysed the top-performing ad communication and audience segments to uncover the key drivers of their success. Applying these valuable insights, we strategically scaled our campaigns, amplifying performance and maximising overall results.
Performance Optimisation
We ran a test-and-learn phase, experimenting with different ad formats, targeting, messaging, and channels. This helped us identify the most cost-effective methods and continuously refine our strategy to maximise campaign performance.
Facebook Ads
Instagram Ads
The Results
Our efforts delivered remarkable results:
23%
in cost per visit
109%
in sales vs. target (from ads)
109%
in ROAS vs. target
113%
in total sales vs. target
The Conclusion
By leveraging a data-driven strategy, continuous optimisation, and innovative promotional tactics, NARS has not only maintained its position in the competitive beauty market but has also exceeded its e-commerce goals. Our approach allowed for sustained growth in traffic, conversions, and return on investment, making NARS a standout success of effective digital marketing in the beauty industry.
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