Since 2018, Necessaire has been reimagining body care with effective, environmentally responsible products sold online and at retailers like Nordstrom and Sephora. They approached Darkroom in the latter half of 2021 for help revitalizing their paid media strategy post-iOS 14, needing to implement changes quickly for the critical end-of-year sales season.
We launched a category-leading campaign that allowed Necessaire to aggressively break goals for the critical holiday season. The brand became known for their intricate weaving of influencer and paid advertising campaigns, treating both programs as interconnected parts of the same strategy.
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We saw an opportunity to build remarketing audiences and drive one-click purchases by targeting highly interested, top and middle of funnel traffic. This led to an increase in new customers, while also creating a new starting point in the buyer’s journey for audiences that purchased through lower-funnel campaigns.
At the bottom of the funnel, we employed Dynamic Ads using the most popular and highest average order value (AOV) products, targeting individuals who added these products to their cart.
Messaging was essential here; the communication we chose to use for these Dynamic Ads was a carefully curated collection of testimonials and customer reviews, highlighting the value props of the brand. This amplified the effectiveness of these campaigns.
At the top to mid-funnel, we capitalized on videos made by social media influencers,emphasizing the luxury and efficacy of Necessaire products. Mid to bottom-funnel content relied on gushing reviews and publication quotes speaking to the positive changes users experienced while using the product; this sped up and optimized conversion.
Darkroom was able to quickly and efficiently implement solutions throughout Necessaire’s marketing funnel in time for the critical holiday sales season. These changes resulted in a paid social CPA 14% below target, a paid media revenue increase of 118%, and an overall revenue increase of 43% in Q4 YoY.