Renew Health came to us with a unique skin care line in production, and asked for the works – branding, packaging, website design, social media and
e-commerce marketing. We focused on Renew Health’s unique value proposition of skin care products that rival luxury brands at a fraction of a cost, and went from there.
The brand had to reference founder Dr. Mitchell Albert’s extensive background in chemistry without being driven by it, and with a fresh, differentiating spin.
We landed on clean green and blue hues, accent molecule shapes, subtle design elements, and high quality photography to visually convey Renew Health as sitting somewhere between Deciem and Clinique. Scientific, but not cold or approachable; strong, trendy colours with enough white space and room to breathe.
Key messaging followed a tone that was to be intelligent, informed, motivating, optimistic, transparent, and inclusive.
- High-quality, science-based health and wellness products, to rival luxury brands, at a reasonable cost.
- Achieving maximum results through concentrated ingredients, developed with the highest level of transparency.
- We will research and develop to produce the best products where?science equals results
These messages and visual elements were carried throughout the website that was optimized for conversions.
Identifying a realistic budget for social took into account our average order value (AOV), cost of product, gross margin, target cost per purchase, and our expected return on ad spend.
At any given time we are running 3 separate campaigns, all UTM tracked and working towards the same goal. Cold traffic to get in front of new people, warm traffic to target those familiar with Renew Health, and retargeting to stay in front of our previous web visitors.
Each ad set starts with the same creative, and changes based on response. While we normally track likes and comments, adds to cart and purchases are our performance targets for Renew Health. We determine which campaigns are successful by monitoring our cost per purchase (CPP), identifying which funnels are giving us CPP at, above, or below our target. In this way, we’re encouraging the social algorithms to learn who our appropriate audience is, rather than waste dollars attracting the wrong people.
We set up several email flows, drip campaigns and triggers which, depending on a user’s history with Renew Health, segments audiences to receive different calls to action.
For example, users add a product to their cart, but don’t end up purchasing, prompt a trigger for the “abandoned cart” flow. This automatically sends out a series of emails over a few days letting them know:
- They forgot something
- Their cart is expiring
- We’ll give them a discount if they come back
- Their discount is expiring tonight