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Leading natural cosmetics brand This Place offers a range of high-quality skincare products. These products, known for their natural ingredients and eco-friendly packaging, are in line with a philosophy of sustainability and transparency. They aim to improve skin health through purity and effectiveness and represent the highest standards in both quality and design.
Our challenge was to increase sales for the luxury cosmetics brand This Place without jeopardizing the exclusivity of the products through traditional discount battles. We had to develop a strategy that would both preserve the value of the brand and create attractive incentives for customers.
The aim of the two-week campaign was to increase sales without diminishing the value of the products and the brand. In addition, the results were to serve as a basis for future campaigns and newsletter strategies.
In order not to diminish the product value, we decided against traditional discount promotions and implemented a goodie concept instead.
For every order over a set minimum amount, we added the mini version of our bestselling face cream "The Glow" as a free add-on.
This strategy had several advantages:
Creating attractive incentives: The free add-on motivated customers to buy without creating the image of a discount offer.
Increase in average order value (AOV): The required minimum order value significantly increased the AOV.
Increasing product awareness: The distribution of the mini version of the bestseller promoted awareness of the product among new customers and motivated further purchases in the original size.
The Glow for Free campaign resulted in immediate sales success and an excellent conversion rate with a ROAS of 13.43. The cost per purchase was only €4.82, with an AOV of over €57 - a result that is normally only achieved through high discounts.
This campaign was a resounding success for This Place. The strategic decision to use free goodies instead of discounts not only enabled a significant increase in sales, but also preserved the exclusivity of the products. The insights gained from this campaign provide a solid foundation for planning future marketing activities and show that creative, value-preserving approaches can effectively increase both sales and AOV.
This Place has proven that careful planning and implementation of customer-centric promotions can achieve impressive results that contribute to brand strengthening and customer loyalty in the long term.
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