BRANDING - RAVEN STUDIO

Star Driving Market Expansion for Gulmohar Fragrances Through Meta Marketing Star

Background

ABC Fragrances, a luxury perfume brand based in Dubai, is renowned for its exclusive scents crafted with precision and inspired by the art of perfumery. With a stronghold in the Middle East, the brand sought to expand into new markets in North America and Europe.

While the client was satisfied with their existing results, they aimed to explore the potential of these new markets exclusively using Meta platforms (Facebook and Instagram). They needed a strategic approach to test demand, understand audience preferences, and optimize campaigns for maximum results.

ABOUT

Client : ABC Fragrances

Industry: Luxury Perfumes
Objective: Test market demand and identify target audiences in North America and Europe using Meta campaigns.

Challenges

  1. New Market Dynamics: Limited understanding of audience preferences in unfamiliar regions.
  2. Testing at Scale: Balancing multiple creatives and campaign variations to find the most effective combinations.
  3. Funnel Strategy: Designing campaigns tailored to different stages of the buyer’s journey while ensuring a seamless brand narrative.

Year

2023

Client

ABC Fragrances

Services

Meta Ads Manager

Project

Driving Market Expansion for Gulmohar Fragrances Through Meta Marketing

Description

Strategy

The focus was on testing multiple creatives and optimizing campaigns as per a funnel strategy to gather insights and drive performance.

1. Funnel-Based Campaign Structure

  • Awareness Stage:

    • Launched broad-targeting campaigns to build brand awareness among potential customers in North America and Europe.
    • Highlighted the brand’s luxury heritage and unique fragrances through high-quality video ads and carousel posts.

  • Consideration Stage:

    • Retargeted users who engaged with awareness ads, showcasing product benefits, behind-the-scenes craftsmanship, and customer reviews.

  • Conversion Stage:

    • Targeted warm audiences with persuasive CTAs, offering limited-time discounts, free shipping, and exclusive samples.

2. Creative Testing

  • A/B tested multiple ad creatives, including:
    • Static images emphasizing the elegance of perfume bottles.
    • Videos showcasing the story of Gulmohar’s craftsmanship and its Middle Eastern heritage.
    • User-generated content and influencer testimonials.
  • Analyzed which creatives resonated most with audiences in different regions.

3. Target Audience Segmentation

  • Developed audience personas based on:
    • Geographic location (North America vs. Europe).
    • Interests (luxury goods, fine perfumes, fashion, lifestyle).
    • Behaviors (online shopping, engagement with luxury brands).
  • Tested Lookalike Audiences based on the brand’s existing high-value customers.

4. Campaign Optimization

  • Monitored campaign performance weekly, making data-driven adjustments to ad sets and budgets.
  • Focused on scaling high-performing campaigns while phasing out underperforming ones.

Execution

Timeline:

  • Week 1–2: Initial setup, creative production, and campaign launch.
  • Week 3–4: Analyze early data, refine targeting, and optimize creatives.
  • Week 5-8: Scale successful campaigns and fine-tune funnel strategy based on market insights.

Key Metrics Monitored:

  • Click-Through Rate (CTR)
  • Cost per Lead (CPL)
  • Return on Ad Spend (ROAS)
  • Conversion Rate (purchases from campaigns)

Results

  1. Market Insights:

    • Identified high-potential regions: New York, Los Angeles, London, and Paris.
    • Gained valuable audience insights, such as preferences for floral vs. woody fragrances.

  2. Performance Metrics:

    • Achieved an average CTR of 4.2%, surpassing industry benchmarks for luxury goods.
    • Reduced CPL by 28% through ongoing optimization.

  3. Sales Impact:

    • Generated a 43% increase in conversions within three months.
    • ROAS improved to 6.5x, reflecting significant campaign profitability.

  4. Brand Engagement:

    • Awareness campaigns reached over 3.5 million people in North America and Europe.
    • Retargeting ads achieved a conversion rate of 19%.

Takeaways

  • Creative testing is crucial for understanding audience preferences in new markets.
  • Funnel strategies ensure a structured approach to engaging and converting customers.
  • Meta’s targeting and analytics capabilities are invaluable for market expansion.
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