Curlvana

How Whitelisting campaigns helped a Hair Care Brand to achieve 28% of total revenue while maintaining 16% lesser CAC & 15% higher ROAS

About the

Brand

Curlvana is India’s first brand offering glycerin-free, CG-approved curly hair products, empowering people with curly hair to embrace their natural texture and achieve healthy, defined curls.

Background

By harnessing the power of influencer whitelisting campaigns, India’s 1st Glycerin-Free Curly/Wavy Hair Care Brand achieved remarkable marketing success. Identifying top influencers in line with their brand ethos, they secured direct ad publishing access. Rigorous audience testing, including page engagers and lookalike audiences, led to outstanding outcomes: increased revenue contribution, superior ROAS, and reduced CAC compared to alternative campaigns.

Solution

Identifying Influencers: We identified relevant influencers who
- are the top performers while running ads from the brand’s Facebook Page
- have a substantial following and align with the brand’s values and target audience.
Whitelisting Access: To run influencer whitelisting ads, we took Facebook page & IG ad publishing access for the selected influencers access. This allowed us to publish ads as partnership ads or from their page only.
Testing Different Audiences & Ad Publish Type: Testing different audiences allowed us to reach further better results in terms of purchase volume, CAC, and ROAS. A few audiences we tried:
- Page engagers
- Lookalike audiences
- Interest-based

Results

Whitelisting campaigns contributed 28% of the total revenue.
Compared to the other campaigns, Whitelisting campaigns have a 15% higher ROAS.
Compared to the other campaigns, Whitelisting campaigns have 16% less CAC.

Key Takeaways

If UGC works well for any brand, they must explore the well-known influencers in their industry who are aligned with the brand’s values and target audience.

Best Performing Creatives

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