We began by identifying the Middle of Funnel (MOF) and Bottom of Funnel (BOF) audiences – those who had previously engaged with Rosada Baby in some way, such as adding items to their cart or showing interest in products on social media. We understood that these audiences had a higher likelihood of making a purchase and launched campaigns for them, resulting in a ROAS as high as 30x and 28x.
Compelling and visually appealing creatives were developed to capture the attention of the target audience. The incorporation of celebrity endorsements and a focus on personalisation in our creative strategy proved to be highly effective for Rosada Baby. They became an instant hit and we were able to form a deep emotional connection with the target audience.
We monitored the performance of various campaigns, assessing which strategies and audiences yielded the best results. Within 15 days of starting Performance Marketing, Rosada was at an 18x ROAS. We consistently optimised campaigns that were delivering positive returns and reducing spend on underperforming campaigns, ensuring the budget was effectively utilised.
Once we had accumulated a significant quantity of TOF audiences on Meta, we expanded our campaign efforts to Google. Google was primarily utilised for brand campaigns and shopping campaigns, where we could capitalise on competitor brand keywords. The synergy between Meta and Google was the secret sauce behind our solid performance for Rosada Baby, helping us spot potential customers who were actively searching for Rosada Baby and its products, ultimately driving conversions.
