Rosé All Day Cosmetics

The Objective

Known for its vegan and cruelty-free makeup products, Rosé All Day Cosmetics (RADC) wanted to create a special experience for their community during their brand anniversary month in August 2024. They planned to launch a highly anticipated collaboration with iconic cartoon characters, The Powerpuff Girls, and wanted to explore branding solutions on TikTok to drive hype and product sales. By leveraging strategic audience targeting, they hoped to foster meaningful connections with potential customers and drive better ad performance across full-funnel goals, such as Cost per Reach and Return on Ad Spend.

The Solution

Compared to previous strategies of driving product sales directly, RADC added an upper funnel campaign with Reach & Frequency (RnF) ads in August 2024. With the hypothesis that increased brand awareness can improve lower funnel conversion rates amongst the same audience, they wanted to leverage the precise audience targeting and frequency control that RnF provides. Using Interest Targeting, they were able to reach users who have engaged with similar brands or products featured in their ads. By focusing on relevant audience segments, they could foster more meaningful connections with potential customers and maximise the likelihood of converting users into paying customers.

Simultaneously, they launched a Video Shopping Ads (VSA) campaign to drive product sales. Apart from reaching users who are likely to convert through VSA, they were also able to reach audiences who have engaged with their RnF ads, broadening their total audience base. As shoppable ads that seamlessly directs users from ads to Product Detail Pages (PDP) and checkout, VSA allows RADC to execute a closed-loop e-commerce campaign with optimal user experience and brand engagement.

The Results

In comparison to a VSA-only campaign in July 2024, RADC’s full-funnel campaign in August 2024 saw a 30% decrease in Cost per Action (CPA) and 40% return on ad spend (ROAS). By running the VSA campaign and RnF campaign during the same period, they also saw a 15% drop in Cost per Reach, demonstrating RnF’s effectiveness in enhancing lower-funnel campaign performance.