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Overview

Overview

Necessaire

Necessaire

Necessaire

A post-iOS14 paid social strategy that performed in the top 1% of all BFCM Meta campaigns.

A post-iOS14 paid social strategy that performed in the top 1% of all 2021 BFCM Meta campaigns.

A post-iOS14 paid social strategy that performed in the top 1% of all 2021 BFCM Meta campaigns.

Background

Background

Since 2018, Necessaire has been reimagining body care with effective, environmentally responsible products sold online and at retailers like Nordstrom and Sephora. They approached Darkroom for help revitalizing their paid media strategy post-iOS 14, needing to implement changes quickly for the critical end-of-year sales season.




We launched a category-leading campaign that allowed Necessaire to aggressively break goals for the critical holiday season. The brand became known for its intricate weaving of influencer and paid advertising campaigns, treating both programs as interconnected parts of the same strategy.

What We Did

What We Did

Paid Social

Performance Creative

Influencer Whitelisting

Paid Search

Dynamic Ads

Outcomes

Outcomes

118

118

%

%

Paid Media
Revenue Increase

Top

1

1

%

%

Highest percentile of all BFCM Meta advertisers

43

43

%

%

Overall Q4 Revenue
Increase YoY

14

14

%

%

Below CPA goal on
Paid Social

Key Takeaways

Key Takeaways

01

01

Use the “Closed Loop Video Video” on Meta to create a much larger (and cheaper) audience to re-target

Use the “Closed Loop Video Video” on Meta to create a much larger (and cheaper) audience to re-target

02

02

At the top to mid-funnel, capitalize on influencer content to emphasize product education and social proof

At the top to mid-funnel, capitalize on influencer content to emphasize product education and social proof

03

03

Employ “Dynamic Ads” using the most popular products with highest AOV

Employ “Dynamic Ads” using the most popular products with highest AOV

04

04

Convert users to loyal customers

Convert users to loyal customers

01 Capturing new interest efficiently.

01 Capturing new interest efficiently.

Video Views Funnel


With the introduction of the new iOS 14, Paid Social efficiency and accuracy took a severe hit. Because of this, we chose to implement a new top-of-funnel strategy for Necessaire called Closed Loop Video View, which bypasses the pixel tracking that most advertisers rely on for attribution.


This strategy gave Necessaire a much larger (and cheaper) audience to retarget, and increased the likelihood of repurchase over the next few touchpoints.



Paid Social


We then re-thought Necessaire’s paid social strategy in order to maximize visibility and conversion. This included the development of a new brand art direction and standalone, paid social performance creative.



Influencer Whitelisting


Darkroom tapped into Necessaire’s robust influencer network and found audiences that already engage with Necessaire and other trending beauty brands. Then we worked with influencers to serve whitelisted videos to that pre-primed audience, which increased revenue by 46% percent when compared to the next best-performing audience.


Video Views Funnel


With the introduction of the new iOS 14 in the spring of 2021, Paid Social efficiency and accuracy took a severe hit. Because of this, we chose to implement a new top-of-funnel strategy for Necessaire called Closed Loop Video View, which bypasses the pixel tracking that most advertisers rely on for attribution.


This strategy gave Necessaire a much larger (and cheaper) audience to retarget, and increased the likelihood of repurchase over the next few touchpoints.



Paid Social


We then re-thought Necessaire’s paid social strategy in order to maximize visibility and conversion. This included the development of a new brand art direction and standalone, paid social performance creative.



Influencer Whitelisting


Darkroom tapped into Necessaire’s robust influencer network and found audiences that already engage with Necessaire and other trending beauty brands. Then we worked with influencers to serve whitelisted videos to that pre-primed audience, which increased revenue by 46% percent when compared to the next best-performing audience.

02 Building towards one-click purchase events.

02 Building towards one-click purchase events.

We saw an opportunity to build remarketing audiences and drive one-click purchases by targeting highly interested, top and middle of funnel traffic. This led to an increase in new customers, while also creating a new starting point in the buyer’s journey for audiences that purchased through lower-funnel campaigns.

03 Re-engage users at the right time, with the right product.

03 Re-engage users at the right time, with the right product.

At the bottom of the funnel, we employed Dynamic Ads using the most popular and highest average order value (AOV) products, targeting individuals who added these products to their cart.




Messaging was essential here; the communication we chose to use for these Dynamic Ads was a carefully curated collection of testimonials and customer reviews, highlighting the value props of the brand. This amplified the effectiveness of these campaigns.

04 Convert users to loyal customers.

04 Convert users to loyal customers.

Social Proof




At the top to mid-funnel, we capitalized on videos made by social media influencers,emphasizing the luxury and efficacy of Necessaire products. Mid to bottom-funnel content relied on gushing reviews and publication quotes speaking to the positive changes users experienced while using the product; this sped up and optimized conversion.




Darkroom was able to quickly and efficiently implement solutions throughout Necessaire’s marketing funnel in time for the critical holiday sales season. These changes resulted in a paid social CPA 14% below target, a paid media revenue increase of 118%, and an overall revenue increase of 43% in Q4 YoY.

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Over a billion dollars in value driven across our portfolio.

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