Home run in the first month of digital advertising with a 14X ROAS

14X return on advertising spend (ROAS) during the first 4 months.

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2022-10-18

Mint. came in with their expertise to help us at a crucial moment in our growth. Where we were barely reaching a fraction of our market, they showed us what our full potential was. Their expertise gives us peace of mind with campaigns that are always well-crafted and optimized daily. A big plus: communication is always easy, and the results are communicated monthly.

Sarah Laroche, Founder & CEO of SELV.RITUEL

Compagnie

SELV Rituel

Siège social

Montréal, QC

Nombre d’employés

11-25 employees

Industrie

Household Goods

https://selvrituel.com

Objectifs

Increase online sales in Quebec.

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Défis

Distributors of SELV products also advertise on search engines and therefore compete for impressions.
The beauty and self-care industry is one of the most competitive in terms of average CPM and CPC.

Stratégies employées par mint.

Original Concepts

Ideation of original visual concepts for ads on Facebook, Instagram, and Pinterest, drawing on our industry experience.

Leverage a Competitor’s Visibility

Capitalize on a competitor’s exposure to promote SELV products.

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Dynamic Creative Optimization

Implementation of a DCO campaign on Meta to quickly validate the most effective combinations of visuals and copywriting for the target audience.

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Comment avons-nous atteint l’objectif ?

Eye-Catching Visuals: The Key to Capturing the User’s Attention

We leveraged various visual techniques to make the ads stand out. Animated text and letters appearing one after another created a sense of length, reflecting the slow pace of a day. Wordplay such as “Baindépendantes” added a touch of humor, while text message-style conversations connected with the consumer’s daily life and built intrigue. All of this was delivered in GIF format to enhance perceived quality on Meta and reduce CPM.

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Capitalize on a Competitor’s Momentum to Insert a Promotional Offer

We identified that a competitor would appear on a popular TV show to showcase their product in May. We leveraged this opportunity and the increased search interest in this product category during that period to offer a Google discount timed to coincide with the competitor’s TV appearance.

Leverage Meta’s Dynamic Creative Optimization (DCO) Technology to Identify an Ad 10X More Effective for New Customer Acquisition

A DCO campaign allows you to quickly create multiple iterations of an ad using the same base ad structure, while adapting certain elements based on the audience, context, and past performance. Meta’s artificial intelligence (AI) then tests the different combinations of text and visual content to identify the best-performing ads.

We analyzed the top-performing ad content ourselves (best visual and copy) following the AI tests and manually created a Top-of-Funnel conversion campaign using the winning combination.

This tactic improved both the efficiency and speed of our learnings by identifying the most profitable ad for an audience that had never interacted with the brand before.

Result: