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Case Study: Gaia Skincare

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The Brief

Gaia Skincare is a relatively new brand of natural and organic spa inspired skincare, where each ingredient has been chosen for its beneficial properties for the body and mind, how it will make you feel and what the ingredient will do. Made with natural and organic ingredients, no Gaia products have been tested on animals. The Gaia Skincare range features three collections made with Gaia’s Awakening, Balancing and Calming blends. Gaia products do not contain parabens, sulphates, synthetic colours or fragrances.

The Gaia Skincare team approached us to find out if we could help them to build the brand in general and to generate revenue from product sales.  As we are very well versed in the skincare marketing sector, we knew what would work well for them and recommended a mixture of activities designed to obtain short term and longer term wins.

Strategy

With a relatively new brand in a competitive environment such as skincare marketing it was important that we fully understand the brand as well as the key target audience and the competition in order to find the right niche for them. With a well planned multi channel approach we could start to increase brand awareness as well as traffic to the website and database growth. A range of channels was agreed upon in order to reach out to different key audiences with a view to monitor closely and adapt to any changes needed.

Landing Page Design

Landing pages are used to focus the attention of a desired audience to a particular product range or seasonal offering with clear calls to action and we designed a landing page for our advertising traffic to assist onsite conversion as much as possible. This page was live over the initial Christmas trading period and is currently being redesigned for the next seasonal period and product focus.

PPC

An initial keyword research phase and careful budget planning enabled us to venture out into quite niche areas of natural skincare without being drowned out by all the bigger brands bidding on the most common keywords.  In the early stages of a PPC campaign, very close monitoring must be in place to ensure that early indicators for the most successful directions are focussed on.  It’s still early days but to date we’ve generated an increase of 180% in traffic overall 50% of which is directly attributed to PPC.

Social Advertising

The fantastic Gaia team had already spent time building some interest and excitement in the brand and product range on several social platforms and so there was some existing data to go from on the kind of audience who were taking an interest and engaging. Using this as a base, we created a range of campaigns across both Facebook and Instagram to generate further brand awareness as well as website traffic and conversions.  Traffic from social channels has increased 131% to date and has also attributed to conversions.

Affiliate Marketing

Affiliate marketing is not something that tends to yield immediate results, but after just a few weeks from setup, we had some key publishers signed up to the Gaia project and traffic from this channel is starting to build momentum. The beauty of affiliate marketing is that you only pay for the traffic that actually generates revenue or goals, so apart from the initial investment and effort required to get things setup, it’s an ongoing focus that helps to build this growth. Regular communications to publishers with brand and product news offers and promotions as well as welcoming on board new affiliates on a regular basis.

Conversion Optimisation

Driving traffic to a new brand is only half the battle, the rest is in converting it to actual business and then retaining that by great customer service and value.  Part of the consultancy we offer is to give advice on how to improve conversion rates and for Gaia this included recommending the introduction of product reviews and timed creatives to encourage email database growth.  Further recommendations are in the process of being implemented and are all aimed at maximising the opportunity to convert.

Sales Revenue

It is still early days and sales continue to grow, comparing revenue today to where it was before we started our work, our client has seen an increase of 500% in revenue.

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