#2 Unique client case. Market Expansion to Elevate a Skincare Brand from £698K to £2M+ Monthly Revenue
Year of Transformation: Leveraging TikTok and Market Expansion to Elevate a Skincare Brand from £698K to £2M+ Monthly Revenue
VILCABAMBA CASE STUDY
Significantly expand skincare brand's market presence and revenue through innovative digital marketing strategies and effective adaptation to new markets.
Business goal:
Medium-sized
Business size:
The Challenges
Competitive Market: Standing out in the crowded skincare industry was a major challenge, requiring unique strategies to capture consumer attention.
Social Media Advertising: Adapting to strict advertising policies, especially on TikTok, was a hurdle due to classification issues with their specific products.
Growth Plateaus: After initial success, the brand hit a growth ceiling, needing innovative approaches to continue expanding.
Market Focus: Initially concentrating on their main market, the brand had to diversify its focus to tap into other potential markets for sustained growth.
The strategy to overcome the challenges:
TikTok Advertising Adaptation: To align with TikTok's advertising policies, the brand crafted specific landing pages and tailored their ad copy, ensuring their marketing messages were both compliant and effective
Market Expansion to the U.S.: Recognizing the potential in the U.S. market, the brand developed targeted strategies, including a dedicated website and tailored advertising campaigns, to capture and grow their customer base in this new market.
Revitalizing Email Marketing: The brand tapped into a previously underutilized resource by activating their large email subscriber list. This strategy involved engaging over 100k subscribers through targeted and regular email campaigns, significantly enhancing customer retargeting and retention.
The strategy
The results
The brand experienced significant growth through its data-driven approach. By implementing analytical tools like Cometly and Supermetrics, they optimized their advertising strategies, leading to more effective and efficient scaling. This approach provided deeper insights and allowed for smarter decision-making in ad campaigns.
Influencer partnerships played a crucial role in enhancing the brand's visibility. Moving beyond short-term collaborations, the brand established long-term relationships with influencers, leveraging whitelisting to maintain a consistent and authentic brand presence. One such partnership produced the brand's highest-performing visual content for over six months, demonstrating the power of strategic content creation.
The expansion into new marketing channels, particularly TikTok and Pinterest, marked a significant turning point. TikTok quickly became a substantial revenue contributor, accounting for about 10% of the overall earnings within just a few months of its integration. This diversification into new platforms proved to be a lucrative move for the brand.
Lastly, a renewed focus on visual content creation, facilitated by a dedicated graphic designer, led to a substantial improvement in advertising performance. Consistent production of high-quality visuals underlined the importance of a strong content strategy, contributing to increased engagement and brand appeal.
Overall, these strategic initiatives and adaptations were key to the brand's successful transformation, marking a new era of growth and market presence.
