FORGOTTEN SKINCARE
Process
When Marcel van Eeden from Growth Gurus introduced me to Alex Pottash, the founder of Forgotten Skincare, I couldn't wait to dive into their e-commerce. With a fantastic product lineup and tons of content to use, it was time to take their ad campaigns on Meta and TikTok to new heights.
Initial Assessment
I reviewed the ad accounts and noticed that well-performing campaigns from 2021 were struggling in 2022-2023. The repetitive ads and offers had lost their appeal.
Strategy Evaluation
My goal was to introduce fresh ideas and systems for improving performance. I began by clarifying naming conventions, conducting competitive research, and reviewing past campaigns.
Luckily, shortly after we also received a $10K ad credit from Meta, allowing me to A/B test more creatives and audiences.
Campaign Set-Up
I set up a comprehensive structure focusing on selling:
The Original Underarm Brightening Deodorant Cream.
We identified effective thumb-stoppers and created a brief to replicate successful angles.
We also worked on cross-selling:
The Down Low Inner Thigh Serum
and introducing
Get It Bright Exfoliating Body Scrub to expand the product line.
Customer Journey & Omnipresence
We developed a structured ad format to promote educational, entertaining, and informational content. Spark ads performed well in the MOF, while ads from our brand profile excelled in the TOF.
The next steps included improving the conversion rate, increasing AOV, updating email flows, and running lead generation campaigns.
results
I suggested using instant experiences and driving traffic to the homepage while waiting for the pre-sell pages to be ready as the ROAS going to the Homepage was 30% higher than product page.
I also started using one-click upsells and cross-sells to increase AOV.
We added Tolstoy to lower the bounce rate and featured top-performing UGCs on the website.
Additionally, we ran ads directing traffic to Amazon and Urban Outfitters/Macy's.
In six months, we achieved a 35% increase in revenue compared to the previous six-month period.
Working with Alex Pottash has been an inspiring experience, and I have no doubt that Forgotten Skincare is on track to expand it's operations worldwide this year.
