Digital Audit, Meta Ads optimization & Proverr Dashboard
As a result of a digital audit for Dermalogica Australia, we identified:
We transformed the Meta Ads Platform into a revenue driver for the brand. An example of this was the launch of Hydro Masque Exfoliant. We had conducted extensive audience testing prior to this launch and we were confident in the accuracy of our targeting, therefore:
The methods we used to identify social opportunities were that we created an A/B test in Facebook for Traffic Campaign vs Conversions Campaign to determine which objective would likely deliver a lower cost per purchase. For this campaign we used Meta Ads Platform Experiments and Meta Pixel Custom Conversion Setup Tool, this was pertinent as Dermalogica was running their website on a custom platform. We had to re-configure the Meta pixel data correctly when we took over, we adopted a reach and frequency campaign with a top-of-funnel audience and created a custom conversion using the Meta pixel to drive purchases in Conversion focused campaign activity.
The challenges we faced: the e-commerce store was running on Salesforce Commerce Cloud Demandware, on a custom version of the platform with no easy automatic configurations available. It was a challenge with the developers based in the UK who were slow to respond to requests from Australia. After correctly installing the Facebook Pixel tracking code and getting the developers to fix the technical aspects, we finally got the Facebook Pixel working properly and attributing sales. We then used the Facebook Pixel Custom Conversion Setup tool to set up custom conversions for the purchase journey. We tracked add to cart, the addition of payment details, and final checkouts. As a result, we were able to test the Conversion objective, knowing the backend foundations were correct.
The results of this product launch exceeded all expectations. The creative and messaging resonated with the audiences, resulting in directly attributed sales at all stages of the funnel.