A Case Study on the Successful Omni-Channel Product Launch Campaign: Achieving Revenue of 40 Lakhs with a Budget of 20 Lakhs
Typsy Beauty offers playful and versatile makeup products perfect for everyday wear or creating bold, experimental looks.
Plan a comprehensive full-funnel product launch for a beauty brand with a budget of 20 Lakhs, aiming to achieve a 2x return on investment through the utilization of various channels including Meta ads, social media, email marketing, WhatsApp marketing, and influencer partnerships.
Typsy Beauty is an emerging beauty brand that recently launched a collection of beauty products called “Silk Cushion.” The strategy involved generating demand through Meta ads, upselling to existing customers, and leveraging influencers to reach new audiences.
Meta Ads for Lead Generation
Meta Ads for Conversion
Influencer Marketing
WhatsApp Marketing
Email Marketing
The campaign was divided in 3 phases across 2.5 months.
Goal: During this stage, our objective was to build hype and warm up the audience for the upcoming product launch. To accomplish this, we offered special offers to customers who pre-booked the product.
Execution:
Meta: On Meta, we conducted a targeted campaign with a sign-up objective, promoting captivating creatives designed to generate excitement for the product. The primary goal was to drive traffic to a dedicated landing page and build a waitlist of interested customers. We incentivized sign-ups by offering a 20% discount to those who joined the waitlist
Retention:
Through email and WhatsApp, we sent pre-launch offers to our existing customers, encouraging them to sign up for the exclusive pre-launch waitlist.
Organic:
Simultaneously, we leveraged social media platforms to generate hype and awareness about the product with content from the brand, enhancing brand visibility and creating buzz around the upcoming launch.
Outcomes:
Budget Spent- 26000
Signups- 830
Cost per Signup- INR 31.3
Goal: To convert our sign-up audience, build awareness, and drive conversions for the product.
Execution:
Meta & Google Ads: After the product launch, we focused on acquiring new customers through targeted ads. We offered a 10% discount via Meta ads and ran a Performance Max (PMax) campaign on Google to attract and convert potential buyers.
Amount spent – 1,58,315.59
ROAS – 2.36
Purchases – 210
Revenue – 3,74,098.58
Retention:
During this stage, our retention efforts focused exclusively on customers who had signed up for the product. Out of a total of 8,700 signed-up customers, we achieved 330 conversions, resulting in a conversion rate of 3.79% and generating a revenue of INR 3,23,400.
Organic:
Over 100 influencers posted about the product launch within a span of 7 days, giving a 56% increase in website traffic.
Outcomes:
Budget Spent– 310,000
Total Revenue– 664,800
ROI – 2.14
Goal: To acquire new customers for the product.
Meta: During this stage, we intensified our promotion efforts on Meta through paid ads. We allocated INR 16,92,688 with a Return on Ad Spend (ROAS) of 1.66, achieving a conversion rate that was 54% higher than our account average.
Google: On Google, we invested INR 80,000 with a ROAS of 1.68.
Organic:
Following the launch, our strategy focused on generating organic social media hype through influencer marketing. We collaborated with over 30 influencers per week to amplify awareness and excitement for our product. Influencer marketing played a crucial role in creating buzz and credibility around the product, leveraging the influencers’ strategic partnerships and their credibility to ignite interest among their followers. This approach effectively built hype and raised awareness about our product.
Outcomes:
Budget Spent– INR 1,772,688
Total Revenue– INR 3,421,600
ROI – 1.93
Total Spent – 2108688
Total Revenue – 4,086,400.00
ROI – 1.93
New customers acquired – 3012
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