ManCave
Developing a beautifully successful campaign that's beyond skin-deep
The objective
Freshening up sales over the May Bank Holiday period
British skincare brand ManCave was founded by father and son duo Mark and Alex Grogan, with the goal of helping people feel their best, both inside and out. The company prides itself on its commitment to producing the highest quality products that are certified cruelty free, vegan friendly, and made from natural ingredients.
Under the handle @mancaveinc this skincare brand scrubs up very well on TikTok, amassing a healthy follower count of over 7.5K so far. With content ranging from self-care routines and product tutorials to hopping on the latest trends, ManCave has a great understanding of what resonates with its audience.
In order to boost early summer sales, ManCave wanted a solution that would help promote its May Bank Holiday Sale in an effective and engaging way. But how do you capture the attention of people on TikTok and convert viewers into active customers?
The solution
Applying a generous layer of In-Feed Ads with Display Cards to the campaign area
Having run successful ad campaigns on TikTok before, ManCave wanted to try something a bit different for its May Bank Holiday Sale campaign. Rather than spreading its monthly budget across a prolonged period, the team decided to boost their efforts by putting it all towards an intensive nine-day campaign starting on May 1.
After consulting with its TikTok account manager, ManCave used In-Feed Ads with Display Cards in order to drive potential customers to its online sale. Display Cards are an additional customised image add-on for in-feed video ads. Once the display card appears in the ad, it functions as a CTA button that directs traffic to a company’s website or app download page.
To keep the ads informative and engaging, ManCave featured real creators talking directly to camera about the skincare products, as opposed to a voiceover which could have been less personable. In order to capture people’s attention from the start, all ads contained a hook within the first three seconds, such as “Keep watching to find out how I got rid of my dark circles in just under two weeks.” Once people were intrigued, the creator then explored the products’ benefits and ingredients, followed by a CTA to shop the products on the ManCave website. This tactical approach to content was coupled with a Display Card that popped up during the ad letting people know they could save 50% in the May Bank Holiday Sale.
By clicking on the Display Cards, people were directed to ManCave’s May Bank Holiday Sales page where they could explore the great deals on offer.
The results
Cleaning up – with excellent sales during and beyond the campaign
During the course of this nine-day intensive campaign, ManCave achieved exceptional results thanks to its clever use of creative, Display Cards, and increased daily budget. Some of the standout figures were a 40% reduction in CPM, a 24% decrease in CPC, and an incredible 64% increase in ROAS.
After the campaign ended, ManCave saw a boom in demand for its anti-fatigue eye gel, with sales increasing by 119% since last year. Following the success of the May Bank Holiday Sale promotion, ManCave conducted a post-purchase online survey that showed 20.5% of customers had heard about the business through TikTok.
This promotion proved to be so successful that ManCave plans on implementing the same campaign setup and strategy for future key advertising periods, such as Father’s Day.
It just goes to show what can be achieved when the finest ingredients are added to a winning formula.
We’ve had a great experience during this campaign. We received support from our account manager to optimise the ads and the campaign increased new customer acquisitions, evidenced by our post-purchase survey results. It has also boosted our premium skincare lines including the Anti-fatigue eye gel, which has had a 119% growth increase this year.
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