Our task was to help this brand achieve higher online sales efficiency while reconciling the challenges of operating in both wholesale and retail markets. In this article, we will show how, in collaboration with Herbatint, we managed to increase sales, optimize costs, and create an effective advertising strategy.
We increased hair dye sales by OVER 70% in a year!
Client's opinion
Herbatint, a manufacturer of natural hair dyes and hair care products, is a brand with a mission. The products based on natural ingredients perfectly match the needs of conscious consumers.
What have we done?
- We built a comprehensive sales funnel
- We implemented Advantage+ campaigns and optimized conversion tracking
- We created an effective promotional strategy
Challenges
What have we done?
From technicalities to advertising strategy
What did we do?
Technical account setup
We improved analytics and event tracking.
We configured the Facebook Pixel and Conversions API, which improved the quality of user and event data on the website. Additionally, we verified and optimized the product catalog, enabling the launch of dynamic remarketing campaigns.
We implemented custom solutions.
Due to the technical limitations of the client’s e-commerce platform, we applied custom technical solutions in this project that allowed us to bypass the issue, tightening event tracking and streamlining performance reporting.
What did we do?
Building a marketing funnel
We built an advertising account structure based on a marketing funnel, which included:
- Prospecting campaigns: Aimed at acquiring new customers. We tested various target audiences (broad, interest-based, and lookalike audiences).
- Remarketing campaigns: Dynamic catalog ads reaching people who had visited the website or added products to their cart.
- Traffic campaigns: Generated landing page views at a low cost, supporting the creation of remarketing audiences. Simultaneously, we used them to test the effectiveness of creatives and gauge customer interest when introducing new product lines.
What did we do?
New campaign types
We introduced Advantage+ campaigns, powered by Meta’s machine learning and artificial intelligence algorithms, into the advertising campaign structure, which further boosted sales performance through automated targeting optimization.
We also tested various ad formats, including static creatives, animations, product videos, and mobile collections drawing product assets from a catalog linked to the store’s live inventory.
What did we do?
Offer optimization and promotions
Due to the client’s simultaneous presence in both wholesale and retail markets, some buyers opted for in-store purchases rather than online ones. Through testing various types of promotions, we discovered how to encourage buyers to shop online. As a result, we refined a strategic brand element essential for driving online sales growth:
- Free shipping: Thanks to occasional promotions such as Free Shipping for Mother’s Day, we effectively lowered purchase costs and increased sales volume.
- Percentage discounts:: Promotional campaigns, such as 15% off the entire assortment in December, achieved high returns on ad spend and regularly attracted new customers.
What did we do?
Introduction of a new product range
We initially tested creatives promoting new product lines in campaigns driving low-cost traffic to the landing page.
Only in the next step did we include the winning products in our regular shopping campaigns. This approach allowed us to effectively introduce new products to the Polish market without incurring additional research costs.
Scaling sales and cost optimization
The results of our work
During our advertising collaboration with Herbatint:
We achieved
- Increase in the number of orders: We increased the number of orders by +74%.
- Reduction in cost per purchase: The average cost per purchase dropped by -39%.
- ROAS growth: Return on ad spend increased from 2.33 to 4.20 (+80%).
Do you want to increase your sales?
Work performed in such a thoughtful and precise manner lies at the core of our company values.
Our commitment to the client’s project – as if we were selling our own product – and our partnership approach mean that few advertisers can so effectively analyze results, uncover solutions to advertising challenges, verify their validity, and put them into practice.
If you want us to work with you too, contact us!
We identified the best promotional periods, including:
- In one of the periods, a promotion achieved a ROAS of 710%, with a cost per purchase of PLN 16.45.
- Free shipping scheduled for occasions close to the target audience’s hearts, which achieved nearly 800% ROAS.
We introduced
- Advantage+ campaigns, through which we achieved an average ROAS of 7.22 at a cost per purchase of PLN 17.85, which is an above-average result.
- A new product range, featuring creations from the Vegetal Color line, which achieved an average ROAS of 4.88, confirming the effectiveness of the strategy for introducing new products.
Client's opinion
We are pleased to recommend the Moonwise agency, with whom we have been collaborating since last year. They stand out with their ingenuity, extensive knowledge base, professionalism, and very good communication. They always give more than we expect and have a personalized approach to the client. We highly recommend them!
Magda Sanojca
Marketing and Communication Specialist @ Herbatint Polska
The results of our work
74%
MORE ORDERS
Year over Year
422%
ROAS
We increased the return on investment in Meta Ads.
39%
CHEAPER CUSTOMER ACQUISITION
We significantly reduced the customer acquisition cost.
ROAS = Return On Ad Spend
Further scaling of advertising campaigns in Meta Ads and introducing new product lines to online sales is just one element of the overall marketing strategy. Currently, we have launched new reach channels for Herbatint, such as Google Ads, which will allow us to explore the target audience from a different perspective and ensure greater growth stability in the brand’s advertising efforts.
Key conclusions
What does it mean?
Prospecting and Advantage+campaigns have become the key pillars of the advertising strategy we developed for Herbatint. Running them in parallel allowed for dynamic adjustment of activities to current needs. The Prospecting campaign, aimed at acquiring new customers, enabled testing new target audiences, introducing product innovations such as the Vegetal Color line, and implementing seasonal promotions. As a result, experimental activities did not negatively impact regular sales.
At the same time, the Advantage campaign, based on advanced Meta algorithms, operates on both prospecting and remarketing levels. Thus, it provides flexibility in reaching broad audiences and maximizing results from existing customers..
The ability to manage the budget on an ongoing basis between these two campaigns allows for effective testing of new creatives and offers while maintaining a high level of ongoing sales.
Thanks to this, Herbatint could simultaneously develop its strategy and strengthen its market position..
You too
can achieve these results!
By visiting wiedza.moonwise.pl, you can explore our free downloadable materials and find paid online courses on the Meta advertising system at various levels of advancement.
If, on the other hand, you are looking for an agency to manage your advertising campaigns – stop looking and contact us. We will be happy to discuss how we can help you.
