CAMPAIGN OBJECTIVE

Juicy Chemistry is a personal care and beauty brand based out of Coimbatore and was founded in 2014. With a diverse range of certified organic products across skin, hair, and body care categories, Juicy Chemistry aims to deliver nature's best to its customers. Over the years, they have developed over 100 products that are certifiably honest and organic.

One of the key goals for Juicy Chemistry was to drive sales through the official website. In order to tap into the audience with higher purchase intent, Juicy Chemistry leveraged the gifting season of Christmas with a Buy One Get One Free sale for 7 days. The need of the hour for the brand during such a competitive season was to break the clutter and reach the right audience.

EXECUTION

A full-funnel creative strategy was leveraged to create maximum awareness and drive purchases during the sale. The creatives were customized to create intrigue and nudge action with distinctive CTAs at every stage of the sale starting from a pre buzz communication a few days before the sale to a final call communication on the last few days. During pre-buzz, the goal was to push people to add-to-cart. When the sale was live, users were incentivized to complete their purchases through the creatives by including the code that needs to be used. Whereas, during the last few days of the campaign, “Final Call” creatives were used to reduce abandoned carts and urged users to complete the journey.

A good ratio of statics and videos were used along with a series of “Final Call’ creatives. The assets used had the brand’s best-sellers displayed to enhance brand recall and trust. The creatives designed included men and women across different age groups to show that personal care is universal and that Juicy Chemistry is for all.

Facebook:

A full-funnel strategy of branding plus performance campaigns were executed.

Targeted the top-performing metro, tier 2/ 3 cities, and age groups from 18-45.

The approach was steered towards retargeting the users with the highest intent such as past purchasers, video-viewers, and page engagers, resulting in successful remarketing campaigns. Over 42% of the revenue from Facebook was achieved from this audience.

Results:

- 5.4+ Million views
- 1L+ Clicks
- 1+ Million Impressions

Google:

Pre-Buzz campaigns to create awareness about the sale through Discovery and YouTube

Results:

- 135% increase in impressions from the Brand Search campaigns
- 169% increase in traffic (clicks) from the Brand Search campaigns
- 62% Increase in Conversion Rate from Google Ads

Used YouTube and Discovery ads to generate website traffic to retarget through the bottom-funnel campaigns and to get a good pool of audience lists for Retail/Dynamic remarketing lists

Used Video Action Campaigns with Google’s Retail Audiences (Dynamic Remarketing) + 15-sec ads to boost performance.

- The Result: 3.90 ROAS with YouTube Video Action Campaigns