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Objective

Increase Total Conversions

Category

FMCG

Case study subject

Performance Marketing

How a rapidly expanding Nature’s Essence brand increased total conversions by 440% while maintaining lead quality.

ABOUT THE BRAND

Nature’s Essence offers an elite variety of beauty products for your skin, hair, and personal care. We prepare cosmetics from various parts of natural products. Our high-on-demand products include Nature’s Essence Neem & Aloe Hand Sanitizer, Nature’s Essence Almond & Honey Deep Cleansing Milk, Nature’s Essence Active Charcoal Peel Off Mask, and Nature’s Essence Henna Plus, a few to name here.

THE CHALLENGE

At the outset of its engagement with Cratal, Nature’s Essence had a couple of urgent business objectives. First, thanks to the strength of its established brand, Nature’s Essence wanted to increase market penetration with a particular focus on efficient lead generation. By their own team’s assessment, Nature’s Essence had a prime opportunity to reach a lot more hand-raisers for Hair Care Products. What they needed from Cratal was a way to target this audience earlier in the funnel to drive demand at the time of the precipitating life event (Slow growth of Hair, Hair Fall etc.).

More specifically, Nature’s Essence  was looking to implement lead quality tracking to ensure that their digital efforts provide actual business value. To that end, they were focused on specific segments defined by the total lead and client volume.

GOALS

  • Seize on the strength of its brand to aggressively increase market penetration

  • Reach the target audience at the time of need (earlier in the funnel)

  • Implement lead quality tracking

  • Push a high volume of quality leads at a lower cost

THE SOLUTION

Campaign Consolidations

When Cratal first took ownership of the client’s account, our initial aim was to scale lead generation without losing any efficiencies. In order to achieve this, we needed to leverage automated bidding for more informed bidding decisions (to coincide with our increased ad spend across the board).

One of the most fundamental and far-reaching steps our team took was restructuring the Nature Essence’s existing campaigns. Our goal was to count on a more consolidated approach that maximized conversion data at the campaign level. To get there, we took Nature Essence’s accounts from a local campaign structure to a consolidated national structure with immediate improvement in the cost-per-conversion (dropping 67.5% per conversion). Also, we put together responsive search ads to layer on more automation and improved performance. Ultimately, we expanded Nature Essence’s campaign portfolio into display and discovery ads.

RESULTS

Our combined efforts have resulted in a 440% increase in total conversions

Today, we like to believe ourselves a valuable partner that’s trusted to deliver a consistent, high-quality lead pipeline. In terms of Nature Essence’s goal of acquiring higher-value customers, we think the results speak for themselves:

Year over year, our combined efforts have resulted in a 440% increase in total conversions, including both phone calls and form submissions. While we had to ramp up ad investments by 56%, CPA dropped 71% compared to the period preceding our wide account restructure.

Naturally, these were precisely the results Nature Essence was looking for. As a result, we’ve continued adding new locations and services to the project scope, including SEO and CRO. Moving ahead, Cratal will continue to serve as the client’s trusted digital partner in support of their aggressive growth objectives.

 

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