The Challenge & Goal
Pomélo+Co constantly refreshes its ad content to prevent user fatigue and ensure consistent engagement, crucial in the beauty industry where repeat purchases are the norm. The goal of this project was to test a new set of summer-themed creatives, using English-language slogans, across the Italian and French markets. The challenge was rooted in cultural preferences – while Italians were an unknown factor, it was anticipated that French audiences might react negatively to ads in English.
Solution
Our strategy was to develop a series of vibrant, summer-inspired ads under the theme “Get The Summer Look” echoing the famous “Get the London Look” campaign from the early 2000s. These ads were tailored to showcase Pomélo+Co’s diverse product range and hair care solutions, appealing to a broad audience.
We utilized Meta Ads, strategically placing these ads on both Facebook and Instagram. The campaign aimed to test the performance of the English-language content in each market, particularly focusing on conversion rates and engagement metrics to determine the effectiveness of the messaging.
Implementation
For each market, we launched a separate campaign with with the goal to drive conversions. We allocated approximately 10% of the client’s total budget for this test, ensuring a focused yet impactful assessment of the new ad creatives.
The broad targeting strategy included five different ad variations within each ad set to maximize the test’s effectiveness.
Our methodology involved closely monitoring early performance indicators such as engagement rates and micro-conversions, allowing us to quickly rotate underperforming ads and maintain fresh content in the rotation.
This test campaign ran for four weeks in Q2 of 2024, amassing 155,000 impressions and 1,705 link clicks in Italy, and 285,700 impressions with 1,000 link clicks in France.
Ads
Results
The results of the campaign revealed key insights into regional preferences:
- In Italy, the “Get the Summer Look” ads achieved a positive ROAS, with a click-through rate (CTR) of 1.1%, aligning with the performance of previous campaigns using Italian-language content.
- Conversely, in France, the ads had a significantly lower CTR of 0.35%, and the ROAS fell below 1, indicating poor performance.
- These results confirmed our hypothesis that French consumers prefer content in their native language, while the Italian audience showed indifference to the language of the ads.
Conclusion
The summer ad campaign for Pomélo+Co successfully enhanced their market understanding and reach in Europe, particularly in Italy, where the campaign resonated well with consumers. The insights gained from the French market highlighted the importance of tailoring content to regional preferences, confirming the need for localized approaches.
