The Challenge
O&P Haircare specialises in hair care. Its products are made for the needs of the hair and developed from natural innovation.
At the start, the brand’s Facebook message ads brought in about 400 to 500 messages, and purchases ranged from 30 to 40. A first round of changes improved purchases, and then the results stopped growing. Scaling the message campaign up further brought no significant growth.
Our Approach
Primal’s first step was to restructure the campaign. Each ad had run as a separate campaign, and the ads changed every month. Primal put all the message ad creatives into a single campaign, to make the delivery of the messages simpler and to improve the campaign’s overall performance.
Outcomes Achieved
In the second phase, Primal restructured the work further and split the message ads into 3 campaigns. The 3 were a prospecting campaign aimed at engagement and messages, a remarketing campaign aimed at engagement and messages, and a prospecting campaign aimed at purchases through messages. Prospecting ads reached new people and remarketing ads reached people who had engaged before, to make the targeting more precise and raise both messages and purchases.
After the second phase, new customer messages rose 31.2% and purchases on Facebook rose 9.6%. O&P Haircare also ran Google search campaigns with Primal, a separate programme from the Facebook message ads, and Primal reported on them separately. Over the 2023-10 to 2024-03 period shown in the report, contact leads from those campaigns rose 72% and the cost per conversion fell 43%.
- 31.2%Increase in New Customer Messages
- 9.6%Increase in Purchases on Facebook
- 72%Increase in Contact Leads From Google Search Ads
- 43%Lower Cost Per Conversion on Google Search Ads
Key Insights
- The first step put every message ad into one campaign, in place of a separate campaign for each ad.
- The second phase split the message ads into prospecting and remarketing campaigns, with messages and purchases as their goals.
- After the second phase, new customer messages rose 31.2% and purchases on Facebook rose 9.6%.
