VIP Skin Lounge is an internationally coveted anti-aging spa destination, for those who want to prevent the signs of aging in a natural, non-invasive way. Their services consist of improving facial skin by addressing tone, fine lines and wrinkles, acne, scars, elasticity, and collagen production.
THE RESULTS
OUR WORK
SOCIAL MEDIA ADS STRATEGY
AD COPY WRITING
LANDING PAGE DESIGN
THEIR GOAL
Prior to working with Tangoo, VIP Skin Lounge had tried Facebook advertising internally without much success. They had difficulty generating leads for their business. Although they had a great understanding of their target audiences and their needs, they weren’t sure how to drive resonance and bridge their needs with VIP Skin Lounge’s services.
They came to Tangoo for our overarching social media ads strategy, copywriting and design, accurate targeting techniques and technical expertise with Facebook Ads Manager. Their goal was to get leads to submit information so their call center could confirm appointments. Thus, generating highly qualified leads was key to the success of this marketing campaign. The metrics most relevant to the success of these campaigns were maintaining a low Cost Per Conversion, specifically, Cost per Lead, and maximizing Return on Ad Spend (ROAS) by finding the most efficient campaign objective and optimizing budget among the top performing audiences.
THE SOLUTION
We applied a multi-layered approach to our advertising strategy. We identified the most significant issue with VIP’s past advertising campaigns was the objective they would optimize their ad campaigns for. Rather than running traffic campaigns that were not necessarily in line with their primary marketing goals, we tested running conversion campaigns versus Facebook’s native Lead Ads objectives. While running conversion campaigns we optimized for appointment bookings and developed a conversion-driven landing page that attempted to address prospective customers’ pain points regarding anti-aging treatments. We also ran Lead ads, which encouraged our audiences to fill out a form directly on Facebook, making the process more seamless for the end-user.
SOCIAL MEDIA ADS STRATEGY
Copy and Creative
We identified key target audiences and broke them down based on familiarity with facial services, personas and occasions.
For example, our target persona of an affluent 55-year-old stay at home mom would be targeted with an image that resembles her lifestyle—an image of a mom caring for a young child at home. A 28 year old professional not too familiar with skincare and services would be targeted with imagery and ad copy that was relevant to her situation that was focused on educating them that anti-aging can be beneficial to almost anybody.
Targeting
Our targeting initiatives ensured that we maximized our daily reach and our ads were consistently served to the best fits in our target audiences. From location, persona, interest, to behaviour, we were able to build an accurate representation of our target audiences to target them on social media. Our sophisticated approach usually attains almost the double industry average in Click-Through-Rates. After launching the campaign, we constantly optimized budget to maximize return on ad spend (ROAS) . We evaluate ad performances to allocate more budget into groups with higher-performing KPIs.
One of the key elements missing in VIP Skin Lounge’s initial ad strategy was the lack of retargeting. Initially, their strategy focused on targeting cold leads and hoping they would convert. We shifted this initial strategy by focusing on warmer leads -those who have visited the website, interacted with social media posts or are currently following us on social media. After deep analysis and A/B testing we were able to determine that a combination of Lead Ads and retargeting groups that had interacted with our lead forms was the most effective audience mix to lower our Cost Per Click (CPC). We were able to scale our pool of engaged audiences by building “Lookalike audiences” - a new audience that shares similar persona and behaviours as our existing group of customers - to enrich our dataset and overtime were able to improve overall campaign performance as our ads were targeting the right people more accurately.
Landing Page Design
After generating traffic and maximizing reach through social media ads, we funneled traffic into the landing page, where customers could watch testimonial videos by real customers, learn more about VIP Skin Lounge’s services and ultimately fill out a form to book an appointment at one of their locations.
The landing page followed many core principles to aid in increasing conversion rate. We were sure to include many clear Call-to-actions (CTA’s) and created a user-friendly experience likely to drive our desired results. After the first stage of testing, we made subtle tweaks based on our recommendations such as including package pricing, developing sales copy more in line with the pain-points of the customer and speaking to them on a more emotional level. This lead to profound improvements and lowered our cost per lead below $50. But leaving no stone left unturned, we started testing Facebook Lead Ads to see if we could continue to lower our CPC.
Lead Ads
Facebook has a campaign objective known as Lead Generation. With this objective you can develop campaigns for users to fill out forms, the difference being these forms open directly within Facebook instead of driving traffic away to another page. This often leads to less friction for the end-user, being on a social platform they trust and taking out the additional step of being taken to an external website. As a result, we saw our CPC lower by nearly 50% and eventually moved most of our ad spend towards this optimization and away from the landing page. We were sure to leverage every avenue at our disposal and at this point have seen our costs continue to maintain a healthy and consistent level.
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