Anjuna
Beauty Fridge
Our beauty refrigerator is the perfect way to keep your skincare and beauty products cool and fresh. With its sleek and compact design, it fits seamlessly into any vanity or countertop, and its adjustable temperature settings allow you to store a variety of products at their ideal temperature.
The beauty refrigerator is perfect for storing serums, facial masks, eye creams, and other skincare products that are sensitive to heat and light. Its cool temperature helps to preserve the potency and effectiveness of these products, so they work better and last longer.
In addition to skincare products, the beauty refrigerator is also great for storing makeup, such as foundation, lip gloss, and eyeliner. Its cool temperature helps to extend the shelf life of these products and prevent them from melting or drying out.
Overall, our beauty refrigerator is a must-have for anyone who wants to keep their beauty and skincare products fresh and effective. Try it today and experience the difference for yourself!
Table of Contents
The Approach
To create a successful marketing campaign for a B2C product, in my choice here, a Beauty Refrigerator, I would approach it with a data-driven and customer-centric mindset, similar to how I would approach my work at Sisu. Here are the steps I would take:
- Identify the target audience for the product. This could be done through market research and analysis of customer data, such as demographics, interests, and behaviors. As well as existing data located within the analytics sections of existing social properties and/or display networks.
- Develop a deep understanding of the customer’s needs and pain points, and how the product can address them. Again through the existing data and analytics. Or this could involve conducting surveys, focus groups, and interviews with potential customers.
- Create a compelling value proposition that clearly communicates the benefits of the product and how it solves the customer’s needs.
- Develop a comprehensive marketing plan that includes a mix of online and offline tactics, such as social media advertising, content marketing, email marketing, and in-store promotions.
- Implement the marketing campaign and closely track its performance using metrics such as website traffic, conversion rates, and customer feedback.
- Continuously optimize the campaign based on the data and feedback collected, making adjustments as needed to improve its effectiveness.
- Engage with customers and provide support to drive customer satisfaction and loyalty. This could involve responding to customer inquiries and feedback, providing product education and training, and offering ongoing support and resources to help customers get the most out of the product.
Overall, my approach to marketing at Sisu would be focused on using data and customer insights to drive decision-making and create personalized, effective campaigns that drive results for the business and its customers.
Data
Google Trends is a tool that allows users to see how often a particular search term has been entered into Google’s search engine.
This information can be used to create a marketing plan for a beauty fridge by providing insights into what topics and keywords are currently popular and trending.
For example, I can use Google Trends to see what related keywords and topics are currently being searched for the most and in which region. This information can help me create social posts and audiences with keywords and topics, increasing the chances that their campaign will be successful.
Personas
Name: Sarah
Age: 28
Occupation: Marketing Coordinator
Interests: Social media, fitness, travel
Sarah is a young professional who works as a marketing coordinator for a small business. She is passionate about social media and loves to stay up-to-date on the latest trends and technologies in the field. In her free time, she enjoys staying fit and exploring new places, whether that means hitting the gym or jetting off to a new destination.
As a marketing coordinator, Sarah is always on the lookout for new tools and resources that can help her improve her quality of life. She is tech-savvy, detail-oriented, and loves to learn and experiment.
Overall, Sarah is a perfect target audience for a beauty fridge that offers her a new way to experience beauty products. She would be interested in learning more about the product and how it can help her improve her daily routine.
Name: Emma
Age: 35
Occupation: Graphic Designer
Interests: Skincare, fashion, art
Emma is a creative professional who works as a graphic designer for a small design agency. She is passionate about skincare and takes great care of her skin, using a range of high-quality products to maintain a healthy and radiant complexion. She also loves fashion and art and enjoys exploring new trends and styles in both fields.
As a graphic designer, Emma has a keen eye for detail and appreciates the importance of self-care and wellness. She is always on the lookout for new skincare products that can help her achieve her goals and enhance her natural beauty. She is willing to spend money on high-quality products that deliver results and is willing to try new brands and formulations if they offer unique benefits.
Overall, Emma is a perfect target audience for a B2C skincare product that offers innovative and high-quality formulations that are tailored to her specific skin needs and concerns. She would be interested in learning more about the beauty fridge and how it can help her improve her routine, and is likely to be an engaged and loyal customer if she finds value in the product.
Sales Funnel
For brand awareness, we can create engaging social media posts and ads highlighting the benefits of using a beauty fridge, along with stunning product photos to grab people’s attention. We can also reach out to beauty bloggers and influencers to review and share our product, generating buzz and interest.
One of the biggest advantages of having a paid content distribution plan is the complete control you have over its operation. It doesn’t take much budget to start a paid distribution plan but it is important to start one as soon as possible. We will target our personas in our organic boosts and paid-only posts.
Boosted Post: Distribution funds are applied to a piece of content that already exists organically on social media. Each boosted post is targeted to a specific audience based on geography, interest, behavior, and/or demographics.
Paid-Only Post: Pay to target and distribute a piece of content that doesn’t already exist on social properties and are tailored specifically to the audience selected.
Determining between a boosted post or paid-only post should be decided before you start the ad creation process as it will affect the audience, placement, and creative options you will have to define later in the process.
For retargeting, we can use targeted ads to reach people who have visited our website or shown interest in our product. These ads can feature special promotions or limited-time offers to encourage them to make a purchase.
At the bottom of the funnel, we can create email campaigns with personalized product recommendations and customer testimonials to build trust and encourage purchases. We can also offer free shipping or a money-back guarantee to reduce any barriers to buying.
Overall, our marketing sales funnel will effectively raise brand awareness and drive interest in our beauty fridge, leading to increased sales and satisfied customers.
Paid Content Distribution
Throughout the course of the year, content which is posted organically as well as targeted messages and promotions should be created regularly to feed the second part of the purchasing funnel. This content will go to both people who interact in the brand awareness stage of the funnel as well as already qualified audiences such as fans and followers and those with an interest in beauty fridges. This will include people who click/view the brand awareness ads, people who interact and follow or audiences that already demonstrated an interest.
Leverage Brand Awareness Campaign
The first part of this stage will involve retargeting the viewers who watch 50% – 75% of the brand awareness video. Using the custom audience tool in Facebook, you can create an audience that constantly updates the audience to include people who watch that certain percentage of the awareness video, This audience is more qualified than just blasting age ranges, genders, and locations as they already expressed interest by watching a percentage of the awareness video. Content to deliver to this audience can be an evergreen post, organic content, or paid-only dark posts. This campaign should be split into several ad sets based on region so that the Facebook budget optimization algorithm can optimize when to spend money depending on which ad set or region is active at any given time.
Organic Content Boosts
Creating content to post on a regular basis is a lot of work. What’s the point on spending all the time to acquire creative, write captions, build landing pages, and moderate comments if barely anybody is going to see it due to unfavorable business algorithms?
This is where the importance of regularly boosting organic content comes into play, especially on Facebook and Instagram. No matter how little of a budget you may allocate to a post, you can control exactly who you want to see your post and expect to get a certain amount of results. Similarly to the brand awareness stage, organic posts have the same control over the audience you choose to spend your budget on. This can also be video viewers, demographics, fans & followers, lookalike audiences, email subscribers, and much more.
For this step of the paid content distribution phase, content which is posted organically and Instagram posts should also have a budget behind them. Many brands are now boosting every organic post to ensure that the audiences the post was intended for is being reached.
As an example, adding a budget of even $5/day to each organic post on Facebook and Instagram will reach an additional audience of 914 – 4,600 people daily. An added benefit to boosting organic posts is also the ability to add a call-to-action such as “shop now” to both social networks. This is a big advantage on Instagram where the ability to add links to organic posts is not an option.
Paid-Only Dark Posts
When you want to promote content that may not qualify for an organic post or has a message for a certain market segment, paid-only dark posts can serve very useful and specific purposes. These posts don’t appear on your page wall or timeline, but they do have all the capabilities of an organic boost and more. These posts can have a variety of use cases including deals to specific audiences, short term promotions, messaging to specific audiences, testing creatives, and much more.
For this stage, I would recommend creating several ads each month with new creative that are not posted organically to get a feel for what performs well. Facebook has built in video creation tools which can help turn static images into interactive videos.
Expectations
Maintaining a presence on social media is key to growing a brand and building recognition and trust among core audiences. As social media becomes more saturated by the day, it’s paramount to ensure you are reaching your target audience. Great content deserves to be seen and having a competitive advantage budget is crucial. This holds especially true with B2B marketing and brands providing a service.
Considering those facts, we can assume the following figures delivering paid social content.
| CPM | CPC | Sale | |
| ~$8 | $1 | $10-$25 | |
| ~$8 | $4 | $15-$30 | |
| ~$6.50 | $1 | $10-$20 | |
| ~$10 | $6 | $15-$30 | |
| Google Search | ~$8 | $1 | $10-$20 |
To keep a strong presence, the following budgets are recommended to ensure constant delivery of content to key audiences across the three tiers.
| December | $4,000 ~500,000 impressions across all platforms and audience tiers |
| January | $5,000 ~620,000 impressions |
| February | $3,000 ~370,000 impressions |
| March | $2,500 ~310,000 impressions |
| Total Budget: $14,500 | ~1,180,000+ impressions ~6,000 website visits ~700 Sales |
Placements:
Facebook News Feed: Your ads appear in the desktop News Feed when people access the Facebook website on their computers. Your ads appear in the mobile News Feed when people use the Facebook app on mobile devices or access the Facebook website through a mobile browser.
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Campaign Monitoring
Google Tag Manager
UTM code for tracking of Facebook / Instagram, Twitter, LinkedIn, Google
- Google Analytics (Users, Demographics, Ad Traffic, Conversions)
- Automatic campaign budget optimization
- Automatic creative prioritization
- Automatic bid caps
- Time-of-day ad delivery
- Website retargeting
- Conversion retargeting
- Custom list audiences
- Lookalike audience based on web traffic, keywords, emails, conversions, competitors
KPIs
- New Users
- Time-on-site
- Form Completions (email signups, lead generation)
- Web Scroll Depth
- Engagements-per-user
- CTR (click through rate)
- CPC (cost per click)
- CPE (cost per social engagement)
- CPCon (Cost per conversion)
Creative
- Standard copy and image ads
- 9:16 Portrait
- 1:1 Square video ads (5-15 seconds)
- 6 Second unskippable bumper
- 15 Second skippable bumper
- 5-60 second in-stream ads
- Dynamic creative (auto optimized or set via demographic)
Ad Copy & Social Posts
*Link Preview with Open Graph data will be added below the images.
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“Say goodbye to spoiled skincare products”
“Keep your skincare routine on point, no matter the temperature”
“Say hello to fresher, more effective skincare”
Some ideas & guidelines for posts could include:
- Photos or videos of the beauty fridge in action, with captions that highlight its features and benefits
- Before-and-after photos or videos that show the difference in skincare products that have been stored in a beauty fridge vs. those that have not
- Tips and tricks for using a beauty fridge to keep skincare products fresh and effective
- User-generated content, such as photos or videos of customers using the beauty fridge, with a branded hashtag
- Giveaways or contests that encourage followers to interact with the brand and share their own photos or videos
Targeting Men
While the I believe the product is primarily designed for use by women, that doesn’t mean there isn’t a niche market for it towards men as well. With this product, I do believe there is an opportunity to market the beauty fridge as to organize men’s grooming products such as lotions, beard oils, fragrances, and even makeup. The emphasis would be towards men who value a skincare / beauty routine & stellar organization. The secondary benefit of this product could be the cost savings of keeping their products fresh and avoiding waste by having to throw out products that spoil or change in attribute over temperate swings.
The targeting for paid distribution could look something like this, but with the caveat that this audience is extremely niche and CPCs, CPLs, and CPMs would be fairly high. We could also experiment with a male-only lookalike from the existing followers or engagements on social media pages. I would also look into additional platforms that generally have more men than women, such as reddit. With display ads, we can create a sitelist and research specific websites men that fit our target audience would most frequently visit. Or get referral data from Google Analytics using the UTM codes on existing display ads.
Also we can segment email blasts or even create a new landing page specifically for men. There’s even the possibility of rebranding the product just for men as well.
Optimization & Analyzing Performance
To determine if portions of my marketing and social media campaigns are successful or need revision, I would use a combination of quantitative and qualitative metrics.
Quantitative metrics are numerical data that can be easily measured and compared, such as website traffic, conversion rates, and revenue. These metrics can help me understand the campaign’s overall performance and identify areas that may need improvement.
Qualitative metrics, however, are more subjective and difficult to measure but can provide valuable insights into customer attitudes and behaviors. Qualitative metrics include customer feedback, surveys, and focus group discussions. These metrics can help me understand why certain parts of the campaign may be successful or not, and identify potential areas for improvement.
Additionally, I would also compare the performance of the campaign to industry benchmarks and competitors to gain a better understanding of how it is performing relative to others in the market.
Overall, by using a combination of both quantitative and qualitative metrics, I can gain a comprehensive view of the success of my marketing and social media campaigns and make informed decisions about how to revise them for better performance.
KPIs: CTR, CPC, CPA, CPM, ROAS
Conclusion
In conclusion, I chose the beauty fridge as a viable product for this exercise because it both fits within the health and beauty industry (like Sisu Clinic), and also is a trending product that I believe would do well within the space. With this marketing plan, I created I believe it demonstrates some but not all of my ability to market a product, especially through social media and digital advertising. I hope this gives you some insight into how I create my marketing strategies and hope you will consider me for this digital marketing manager position.
Thank You!
Jim Washkau
(267) 418-3996
Jim@JimWashkau.com