Brand-led performance marketing outperforms everytime
Faith in Nature is one of the UK’s leading sustainable personal care brands, including body, hair, skin and homecare products, championing nature to its very core.
The Challenge
With fatigued ad strategy, out of date 1st party data and an ad structure that didn’t lean into meta’s andromeda creative demands, Faith in Nature came us to re-strategise their meta-approach.
Heading right into peak season, this move came with the risk of unsettling an already well performing account and knocking the business back into learning right when ads need to be at the forefront of target consumers.
The goal: Deliver a show stopping Black Friday paid social campaign, designed to scale brand, reach new audiences and drive acquisition during the most competitive month of the year.
Our Approach
After thorough account and segmentation analysis, as well as a ‘live it, breathe it’ brand story deep dive, we took to a multi-pronged attack.
– We consolidated ad structures to create efficient spending across core awareness and shopping campaigns
– Developed brand led creative (in volume) of diverse formats to not only optimise placements but to truly stop the scroll and break through Black Friday noise
– Refreshed data and targeting tactics to ensure we were maximising on new customer acquisition at volume whilst maintaining brand retention with existing shoppers.
The Outcome
A paid social campaign pairing high-impact, story-led creative with data-driven audience segmentation and optimisation, enabling Faith in Nature to scale demand efficiently during one of the most competitive retail moments of the year.
And Faith in Nature’s best Black Friday paid performance to date.
‘IF. moved quickly to take the reins and identify immediate opportunities, they struck a strong balance between brand and performance, helping us cut through a noisy trading period with work that delivered results straight away ‘
Jennifer Blease-Williams, Digital Marketing Lead, Faith In Nature