In the increasingly competitive beauty industry, it’s crucial for brands to master their digital marketing strategies to stay relevant to their customers.
Facebook video ads are one of the most popular avenues for beauty brands to effectively reach, engage and convert audiences online.
How do they do it? Let’s take a look at a few successful case studies by beauty brands in Asia!
1. Maybelline Vietnam
To promote their new product “Fit Me” Foundation, Maybelline Vietnam created a short and snappy video ad targeting the young crowd. The ad showcased various personalities of trendy and fun millennials and the foundation shades available. The fast-paced, colourful and energetic scenes are attention-grabbing and conveys the message that the foundation is the must-have thing for the cool and trendy youngster.
Target Audience: women age 26-35
Interest: Makeup
Ad Format: In Stream, Collaborative
Results: 18-point lift in ad recall, 2X lift in sales, 81% lift in conversions, 2x lift in sales
2. POND’S Philippines
As part of a rebranding initiative, POND’s recut an existing TV commercial and made it mobile-friendly. In 15 seconds, the ad successfully highlighted the product’s key USPs with the help of bold text, lively animations and fast pacing. This kept the user engaged till the end where they could click on the ad and purchase the product from their site. It’s also worth noting that the video used the product’s colour scheme throughout the video, delivering a strong brand impression.
Target Audience: Women in general in Philippines
Ad Format: In-Stream ads
Results: 83% video view completion, 14-point lift in incremental ad recall
3. Neutrogena Hong Kong
Neutrogena Hong Kong used two key elements in their video campaign for Fine Fairness skincare range: First, the use of vertical videos optimized for FB and IG stories. The full screen, immersive experience topped with cute stickers and animations made it memorable and engaging for the viewer. Second, the ad featured a local celebrity to further enhance its impact among their target audience.
Target Audience: Women aged 18-35 years old
Ad Format: FB and IG stories, Celebrity endorsement
Results: 5.5X lower cost per person reached
4. Kiehls Taiwan
Simple and straight to the point, Kiehls Taiwan also utilized FB and IG story ads to promote their Ultra Facial Cream. The usage of vivid colours, key visuals, animations and CTA made the viewing experience an immersive and engaging one. For instance, the product was set in the backdrop of a glacier which represented their main ingredient “glacial glycoprotein”.
Target Audience: 18-40 years old, mobile-first generation
Interest: Skincare and beauty
Ad Format: FB & IG stories
Results: 30-point lift in ad recall.
5. St. Ives Malaysia
To stay competitive in the beauty industry, St. Ives Malaysia went for a combination of influencer + video marketing. On Facebook, the video used a vertical format that takes up more screen space as compared to a square or landscape video. The video’s bright colours and simple keywords informed the audience of the product’s benefits in a straightforward and impactful way. To further boost reach, the brand engaged local influencers to share personal stories about the brand on social media by offering them the chance to win a trip to the US.
Target Audience: Malaysian women aged 20-30
Ad Format: Video Ads (in a series), Influencer Marketing
Results: increase brand awareness, achieving a 2X increase in sales.
6. Espoir
eSpoir successfully garnered higher sales by inviting influencers to review their Glow foundation. The key to its success is how they did not ask the influencers to follow a guideline, but instead allowed them to give their honest review. Based on the response from the videos, they used follow-up ads to increase purchase intent and their number of sales rose exponentially.
Target Audience: Women, age 19-39
Ad Format: Carousel, Collection, Video
Results: 28.5-point lift in ad recall, 8-point life in purchase intent, 2.2X increase in sales
7. KAFEN
For KAFEN, they wanted to remain as the top haircare brand to the public. The unique part about their campaign strategy is how they catered their ads to their audience based on their purchasing stage, even retargeting them to make them complete their purchase. This campaign helped to increase their sales and remain as the top haircare brand.
Target Audience: Custom & Lookalike
Ad Format: Dynamic, Carousel, Photo, Video
Results: 11X increase in sales, 3X increase in conversion rate for purchase, 3X decrease in cost
8. Ngoc Dung Beauty
Ngoc dung wanted to run a brand awareness campaign using their existing TV commercial, with the message of how Ngoc Dung products help to preserve younger skin. Using three Vietnamese celebrities who each told different stories, they targeted the respective celebrity’s representative age group and successfully establish themselves as a trusted beauty brand.
Target Audience: Celebrities’ representative age group
Ad Format: Video
Results: 3.9 million people reached, 6-point higher ad recall and 4-point higher brand awareness from short videos
9. Kiehl’s Vietnam
Kiehl’s Vietnam noticed that Facebook Messenger has the potential to bring in even more online sales, and thus ran a campaign for it. They created a bot called Mr. Bones on their Messenger that answers any inquiries. Based on their customers’ inquiries, they then show an ad that emphasizes they can purchase Kiehl’s products via Messenger.
Target Audience: Women, aged 18-35, living in Ho Chi Minh, Hanoi, Danang and Can Tho.
Ad Format: Link, Video, Messenger
Results: 1.8X return on ad spend, 22% growth in sales, 4X more new Messenger conversations
10. Shiseido Hong Kong
In order to enhance their customers’ purchase intent for their latest Vital-Perfection Wrinklelift Cream, Shiseido decided to use a full-funnel strategy. They designed very specific creative designs for specific groups based on their signals. Using Custom Audiences, they then created a lookalike audience in order to reach new customers and encourage registration for its skin sensor test.
Target Audience: Custom & Lookalike
Ad Format: Video
Results: 45% increase in product sales, 21% increase in new customers, 8-point lift in ad recall, 3.8-point lift in intent to purchase
