Granular Audience Exclusion Strategy Drives Revenue at Scale
ColourPop is an American cosmetics brand with the mission of offering high-quality, cruelty-free makeup products at wallet-friendly prices. ColourPop maintains this business model by designing, manufacturing, testing, and packaging its products at its LA headquarters, while selling directly to the consumer via its retail website, ColourPop.com. A select line of ColourPop products are also sold in ULTA Beauty retail stores and on ULTA’s website. ColourPop has been recognized as an innovative, trendy brand in the budget beauty category, and continues to expand its product portfolio with bi-weekly launches.
ColourPop needed a social advertising strategy that leveraged ad units capable of highlighting their eye-catching products and packaging; Facebook had proven the most successful channel for ColourPop to drive new customer acquisition as well as repeat purchases from existing customers. 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. Supporting bi-weekly product launches presented a number of complexities:
- New products needed adequate visibility without competing with evergreen campaigns
- Frequent in-stock or out-of-stock changes required agility
- Multiple product lines presented a variety of remarketing audiences which would overlap with prospecting segments unless reconfigured
Rise suggested a three-part strategy for a long-term, scalable Facebook campaign approach.
Increase in AOV
Increase in Revenue
Increase in Prospecting ROAS