Driving Higher ROAS for PAC Cosmetics via Performance Marketing
3.5x to 23.4x ROAS growth within 1 quarter
CLIENT BRIEF
PAC Cosmetics offers high-quality makeup products comparable to top global brands but at more accessible prices. Initially popular among professional makeup artists, PAC aimed to broaden its appeal to all makeup enthusiasts. With a focus on Indian skin tones, PAC delivers international quality standards but had not yet explored performance marketing, limiting its ability to reach a wider audience and maximise market potential.
Our objective was to change the narrative surrounding PAC Cosmetics and drive sales by showcasing that PAC wasn’t just for professional makeup artists, but for everyone—from beginner teenagers exploring makeup to seasoned experts.
DELIVERABLES
- For social media content strategy we assembled a creative team to brainstorm and develop campaigns that shifted PAC Cosmetics’ brand narrative.
- For performance marketing campaigns such as Google Ads and Meta ads we Engaged our performance marketing team to manage and optimise ad campaigns on Google and Meta platforms.
- Brought in our SEO (Search Engine Optimization) team to implement strategies for improving PAC’s online visibility. They worked on optimising search rankings, attracting organic traffic, and enhancing overall brand discoverability.
STRATEGY
To effectively reposition PAC Cosmetics as a brand for all makeup enthusiasts, we implemented a comprehensive performance marketing strategy encompassing several key areas. Our focus was on expanding the brand’s reach, enhancing its digital presence, and engaging a broader audience through targeted marketing efforts.
Social Media Marketing
Organic Content
Created and pitched engaging campaigns like the “Brush Campaign” and “PAC for All” to showcase PAC Cosmetics’ versatility and appeal.
We proposed the Brush Campaign to highlight how PAC’s brushes guarantee a flawless finish for everyone, and you don’t need to be a model or a celeb to achieve a professional look. To bring this concept to life, we suggested using Instagram filters, influencer reels, and pitched relatable content ideas that allowed users to experience the difference PAC brushes make, showcasing that anyone can achieve a professional look with the right tools.
For the “PAC for Everyone” campaign, we infused humour by having the founder directly address the misconception that PAC was only for professionals in the campaign video. This approach allowed PAC to connect with their audience on a personal level, explaining that while the brand initially catered to professionals, it now aims to help everyone achieve a flawless finish.
We also pitched regional relatable nostalgic content to help PAC connect with it’s diverse user base.
Influencer Content
Helped choose influencers from metropolitan cities as well as regional influencers. We set a criteria while selecting these influencers. The influencers we selected had proven organic social media growth, and had an engaging community of followers with a diverse reach. This aligned with spreading PAC’s goal of being a brand for everyone, ensuring they could effectively promote the brand’s unique value.
Performance Marketing
Meta Ads
For our meta ad campaigns, we used a funnel approach. The top funnel was set up to attract new audiences, for this we created multiple custom audience sets targeting varied interests. The middle funnel was designed to retarget users who interacted with our top funnel ads but did not convert. Finally, the bottom funnel focused on high-intent ads designed to drive conversions, including special offers and promotions.
Google Ads
We ran two types of Google Ad campaigns; Shopping and Search. Shopping ads to display PAC’s products directly in search results with images, prices, and product details. This helped capture high-intent users actively searching for makeup products, and Search ads aimed to reach users searching for specific makeup products and related queries. We also focused on key metropolitan areas with a high density of potential customers, including major cities across India where demand for quality cosmetics is strong
SEO
Our SEO efforts included keyword optimisation, where we Identified and integrated relevant keywords into PAC’s website content to improve search engine rankings. We also made sure the content was formatted as per SEO which included proper use of headers, meta descriptions and alt text.
Earlier their category pages, product pages and blogs didn’t have high intent keywords specific for the cosmetic industry. We suggested these changes and noticed key performance improvement after it was implemented.
We implemented technical SEO improvements such as optimising site speed, fixing broken links, and ensuring mobile-friendliness and developed a backlinking strategy to build high-quality links from reputable sites, boosting PAC’s domain authority and search visibility.
PERFORMANCE
In a period of three months we were able to see significant improvements in ROAS (Return on Ad Spend), website traffic, and keyword rankings through SEO.
- Our Google Ads initiatives also maintained a ROAS of 4x through search and shopping campaigns. We were able to gradually increase the order value within confined budgets.
- By the mid of August 2024, we scaled up to a 23.4x ROAS on Meta Ad campaigns as compared to the 3.5x ROAS achieved in April, when we took over.
- With SEO optimization we increased the number of organic orders. We were able to rank for more than 15 new keywords every week and pump up PAC’s product position on the already ranking keywords to Google’s first page. We were also able to increase website traffic.
