Paid advertising

ForHer Cosmetics is a Detroit-based beauty brand that creates vegan, cruelty-free lipsticks, eye shadows, glosses and highlighters, while also teaching young people about the chemistry of makeup. The company had a strong brand identity on social media, and demonstrated strong sales among its core customer base. CEO Alyssa Space believed it had the potential to resonate with a much broader customer base, especially with the recent release of their new foundation. ForHer had run a few paid advertisements on social media before, but wanted to explore more. To run a successful online paid marketing campaign, ForHer, the company would need two things: research and data.

A/B testing

Paid marketing campaigns are most successful when they are targeted and tested. After better understanding the ForHer Cosmetics brand, the marketing team developed content for ads to run on Facebook and Instagram. We ran a series of tests in A/B format, slightly modifying the language, images, or target demographics each time. Each test provided insights that we analyzed to provide suggestions about the most cost-effective approach for ForHer to reach a new customer base.

Demographic targeting

The process of creating a successful advertising scheme involves targeting the right demographic. Depending on the nature of a client’s product, the marketing team will run test(s) in the form of social media advertisements that target certain demographics. This process involves conducting research on which audiences may be most interested in the client’s products based on multiple factors, including age, sex, geographic location, etc. Over time these factors are adjusted and later analyzed by the team to provide recommendations as to which demographics would be most useful for a business to focus on in the future.