Shani Darden • Digital Holiday campaigns to boost skin care sales
Campaign Overview
Highly regarded in the Los Angeles skin care industry, Shani Darden is the secret behind Hollywood’s most flawless faces. From Jessica Alba to Kelly Rowland — she sets herself apart with her results-oriented approach to skin care.
Beyond owning her own studio and treating clients as an esthetician, Shani branched out into creating skin care products that she couldn’t find in stores. Her Retinol Reform serum are among her most popular, quickly building a huge celebrity following post-launch.
In anticipation for the busiest shopping season of the year, we were tasked with creating and managing a Black Friday & Cyber Monday paid search campaign.
The Challenge
As alluded to earlier, Black Friday & Cyber Monday are amongst the most crowded holiday shopping weekends of the year. The challenge for our ad campaign was to break through all of the clutter and reach potential customers with our sales promotions.
Our goal was to ensure that our Black Friday & Cyber Monday campaigns performed better than non-Holiday weekends, in addition to yielding a net-positive ROAS (return on ad spend).
The Solution
To stand out from the crowd, we had to produce more than a sound paid search strategy. Having historical ad performance data available, we utilized top-performing keywords and ad copy to inform our campaign buildout.
Additionally, it wouldn’t be Black Friday or Cyber Monday without a promotion. We strategically and creatively produced ad copy variations promoting the following deals:
20% Off + Free Shipping
20% Off Sitewide
Shani Darden Texture Reform™ | Free with $125+ purchase
Receive a free Texture Reform™ ($95 value) with any $125 purchase
The Results
Happy to report that we saw great results after the Holiday weekend.
Overall, CPA (Cost Per Acquisition) for the Black Friday & Cyber Monday Holiday sales promo netted out at $43.72, performing 13% stronger than non-Holiday weekends (average CPA for November non-Holiday weekends, Thursday - Monday, is $50.03). Some more notable highlights below:
Ads that ran on Black Friday performed exceptionally well — grossing the highest value in online sales at $13,088 with only spending $1,559 in media spend (8.4 ROAS)
While Cyber Monday sales weren’t as impressive, the days in-between Black Friday and Cyber Monday (i.e. Sunday, December 1st), boasted the second-highest revenue netting out with $12,410 in sales & only spending $940 in media spend (13.2 ROAS)
All Black Friday & Cyber Monday paid search campaigns produced a net-positive ROAS, with an average 10.01 ROAS — with a highest ROAS for the “LED Mask - Black Friday” campaign (40.19 ROAS)
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