Adore Beauty

The Objective

Priming for performance success

Adore Beauty is Australia's leading pure play online beauty retailer with an online catalogue of over 260 leading beauty brands - that's 11,000 products and counting. Built on a platform of empowering confidence, Adore Beauty lives and breathes the importance of democratising all things beauty and skincare.

Given the thriving beauty community on TikTok, the online retailer has maintained a strong presence on their organic page and has also been running always-on performance activity to support peak sale periods.

From past test experience, Adore Beauty was interested in the product discoverability feature built into Video Shopping Ads, so coming up to a peak promotional period, the team wanted to dial up their performance activity and carry out a mid-lower funnelled approach to drive conversions.

The Solution

Highlight trending products to drive conversion

With a creative that captured that uncontainable excitement of securing a great deal, Adore Beauty ran an in-feed, Video Shopping Ad with product cards. The product cards spotlighted top sales items that would grab the attention of the beauty and personal care target audience and these same products were also featured in the ad creative to keep them top of mind. The team further leveraged the dynamic destination functionality to take users to landing pages that aligned with their varied intent levels to drive them further down the funnel.

The Results

A very glossy ROAS

Adore Beauty outperformed their initial ROAS goal, exceeding their target by 4.43x. Moreover, when comparing the campaign's results with the activity that was run over the same promotional period the previous year, Adore Beauty observed a 394% higher ROAS and 441% higher conversion rate.

What made the difference? Compared to previous campaigns that focussed on lower funnel traffic and conversion objectives, through the use of the product discoverability feature in Video Shopping Ads, the team was able to engage users at the mid-lower funnel to drive higher conversions. These results also led Adore Beauty to adopt Video Shopping Ads as a standard across all their future promotional activity.