Scaling a Multi-Brand Beauty Powerhouse through Precision Retargeting and Full-Funnel Attribution
Result:
Increase in ROAS
0
x
Reduction in New Customer CAC
0
%
Increase Average Task Value (ATV)
0
%
Increase in Conversion Rate (CR)
0
%
Problem Statement
Despite having a loyal customer base and high-quality products, Earthly Body’s digital growth was hitting a plateau. The primary bottlenecks included:
High Cart Abandonment
70%+ of users were dropping off at the mid-funnel stage without a sophisticated re-engagement strategy.
Attribution Blind Spots
Difficulty in tracking the customer journey across their five sub-brands, leading to inefficient spend allocation.
Audience Fragmentation
Generic "one-size-fits-all" ads were failing to resonate with the specific needs of hair care vs. CBD wellness customers.
Rising CAC
Increasing competition in the "Clean Beauty" space was driving up Customer Acquisition Costs (CAC) on traditional social channels.
Spokes Solutions
We implemented a high-level performance framework anchored by AdRoll’s AI-driven bidding engine:
We moved away from broad targeting to "Intent-Based Clusters." Using AdRoll’s pixel data, we segmented users by specific product interest (e.g., Argan oil enthusiasts vs. CBD pain relief seekers) to serve hyper-relevant creatives.
We deployed dynamic ads that automatically showcased the exact products a user viewed, combined with "Social Proof" overlays to build immediate trust.
Acknowledging the long consideration cycle for premium beauty, we implemented a 30-day "Omni-Channel Nudge" sequence across web, mobile, and social feeds to ensure Earthly Body remained top-of-mind.
We structured the AdRoll campaigns to treat each sub-brand as a separate entity within a unified budget, allowing for real-time liquidity, shifting spend to whichever brand showed the highest ROAS at any given hour.
