Peel

Overview

Gleamin, a superfood, plant-based, empowering beauty brand offers clean products that are carefully formulated for our global community and all skin types. Best known for their 100% natural Vitamin C Clay Mask that works miracles for a renewed glowing complexion, Gleamin was seeking a new channel for purchase conversions.

To find and convert these new audiences, Gleamin diversified their ad portfolio with Snapchat Ads. Over a three month engagement with Gleamin, I effectively scaled their ad spend nearly 2x within the first 30 days while maintaining their ROAS goals throughout the engagement. Furthermore, we strategized and executed on 24 new Snapchat-specific creative assets for Gleamin.

"Leveraging Gleamins plentiful influencer and branded product content, my team creatd 24 new, mobile-first video creatives including Black Friday sale ads over a 3 month engagement period. The new ads paired with vigorous campaign optimization nearly doubled Gleamin's ROAS in just a few weeks and nearly halved thier Cost Per Purchase."

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new Snapchat creatives made

 

MoM Ad Spend Growth (Sept - Oct)

 

MoM Reduction in Cost Per Purchase (Oct - Nov)

 

New Customers from Snapchat in 3 months

The Challenge

Gleamin was practically starting from ground zero on Snapchat, with minimal ad spend in the month before my arrival. If you're familiar with new ad accounts, scaling ad spend significantly within 30 days (while also maintaining an acceptable ROAS) is quite the challenge.

Beyond the technicalities of media buying, the creative component also required a new thoughtful strategy. As easy as it would be to utilize existing story-format creatives from Facebook and Instagram, it's important to remember that each platforms' audiences react differently to creative. In this case, I wanted to provide Gleamin with new sets of creative specifically for Snapchat Ads each week to learn and optimize.

The Results

Leveraging Gleamin's plentiful influencer and branded product content, my team created 24 new, mobile-first video creatives including Black Friday sale ads over a 3 month engagement period. The new ads paired with vigorous campaign optimization nearly doubled Gleamin’s ROAS in just a few weeks and nearly halved their Cost Per Purchase.

These new creatives featured Gleamin's eye-catching, scroll-stopping brand pallet, short how-to clips, value prop callouts, and the all-powerful UGC. The frequent injection of refreshing creative was critical to Gleamin’s success with Snapchat Ads.

Gleamin was also able to tap into a younger demographic with Snapchat Ads, seeing success with a brand new audience of 13-24 year olds. Their existing customer base had historically been 25 and older but, this newfound interest in skincare from younger women helped Gleamin achieve their ROAS goals on Snapchat. This is why Snapchat is an awesome platform for brands that want to reach and convert a younger audience if they have already saturated the 25+ market on Facebook.

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