Audience Exclusion Strategy Drives Revenue at Scale
ColourPop
ColourPop is an American cosmetics brand, recognized as an innovative, trendy brand in the budget beauty category. Its mission is to offer high-quality, cruelty-free makeup products at wallet-friendly prices maintained by designing, manufacturing, testing, and packaging its products at its LA headquarters. ColourPop sells directly to the consumer via its eComm site, along with a select line of ColourPop products available in Ulta Beauty stores and online.
The Challenge
ColourPop supported a large quantity of cosmetic products, promoted with custom launches throughout the year as well as best sellers and markdowns. Supporting bi-weekly product launches presented a number of complexities:
- Frequent in-stock or out-of-stock changes
- New products needed adequate visibility without competing with evergreen campaigns
- Remarketing audiences could overlap with prospecting segments throughout the different product lines
To continue to scale their revenue while maintaining their target ROAS, ColourPop needed a more robust strategy that could support its high frequency of product launches while establishing a consistent, long-term testing framework.
The Strategy
INSIGHT: Meta had proven to be the most successful channel for ColourPop to drive new customer acquisition as well as repeat purchases from existing customers.
SOLUTION: Rise recommended a three-part strategy for a long-term, scalable Meta campaign approach that leveraged ad units capable of highlighting their eye-catching products and packaging.
1. New Campaign Structure and Process to Balance Launches with Evergreen Winners
Rise tested a large catalog of ColourPop’s products using Dynamic Product Ads (DPA) to identify top converting product lines that were consistently in-stock and developed evergreen campaigns to support those products.
ColourPop’s expanding upper-funnel would be targeted in ColourPop’s launch campaigns. Each bi-weekly product release was assigned a unique launch campaign, including a variety of creative tactics to highlight each product in the collection, and tailored targeting based on the specific theme of the collection. This consistent and structured campaign strategy would allow for visibility of a wider range of product offerings, while allowing Campaign Budget Optimization (CBO) to most efficiently allocate the budget among audiences, placements, and ads.
2. Consistent Creative Testing Framework with Applicable Insights
Within each campaign, Rise implemented a structured testing process using a variety of ad types and creative content, with a granular measurement strategy to determine the most effective tactics per product type. By leveraging this data, Rise found that new ad types such as instant storefronts worked both to encourage engagement with users and to shorten the path to purchase.
3. Savvy Audience Targeting for Full-Funnel Efficiency
Audience testing, including lookalike and broader platform audiences focused on expanding prospecting efforts, while refining retargeting with thoughtful exclusions to minimize overlap. To avoid ads competing against each other, Rise developed a waterfall exclusion strategy starting with lowest-funnel audiences to ensure our remarketing audiences are exclusively seeing bottom-of-funnel creative designed to drive conversions.