B2B and B2C Haircare eCommerce Case Study

Posted on 01/27/202301/31/2023 by micky

B2B AND B2C HAIRCARE ECOMMERCE CASE STUDY

How we increased the Average Order Value by 82% in just 5 months, managing B2B and B2C eCommerce and supporting the client’s expansion for a haircare brand.

ABOUT THE CLIENT

The client is a US-based haircare brand that used to sell one product in various sizes in B2C and B2B markets through a unique Shopify eCommerce. After expanding their product portfolio, they split the eCommerce into two in order to serve the markets separately.

CHALLENGE

The client needed to separate the business lines and manage both B2C and B2B eCommerce activities within a unique Google Ads account. At the same time, the client wanted to avoid a potential decay in the lower funnel due to this unified management.

For this reason, the main goal was to prevent a decline in performance after the launch of the B2B website and support the client’s expansion

SOLUTION

In order to reach the client’s goal, here it is what we implemented:

We created two different conversion goals on Google Ads, differentiating the purchases coming from the B2B campaigns with the aim of understanding the Revenue and Traffic pay-per-click shares of each eCommerce;
To get the cleanest insights possible regarding Revenue and Traffic for the B2B side, we created a brand-new Google Analytics account only for the new eCommerce. In there, we created new B2B audiences to use in remarketing activities targeting salon owners and hairdressers;
We launched new B2B campaigns, separating them from the ones addressed to final consumers and targeting a different audience.

RESULTS

In order to correctly support the client’s expansion, we kept the B2C and B2B eCommerce management in one account as requested, improving the overall performance: in particular, the Average Order Value (AOV) grew by 82% compared to the previous period.

Adopting this strategy, we maximized the brand awareness in the US market as well as let the client make informed decisions thanks to the split of the 2 Analytics accounts, allowing it to observe the results separately.

SERVICES

PPC MANAGEMENT: Google Shopping, Microsoft Ads, Product Feed Management, Search, Display, Performance Max, Retargeting

The Midsummer team has always worked in synergy with our marketing department since the beginning of our partnership, reaching the goals set for the period. Since we split the 2 eCommerce, they helped us through the process thanks to their great expertise, supporting the brand expansion. We are very happy with the results achieved!

Erika – eCommerce Marketing Manager

MORE CASE STUDIES

60% increase in B2B leads for a recruiting SaaS company.

102% increase in Black Friday YoY sales for a pet niche eCommerce.

LET’S TALK ABOUT YOUR PROJECT

Multi-country Haircare eCommerce Case Study

Posted on 01/25/202302/01/2023 by micky

Multi-country Haircare eCommerce Case Study

How we double revenue in 30 days through a full-funnel strategy in three different markets

ABOUT THE CLIENT

Rossano Ferretti is a luxury haircare eCommerce brand based in the UK, also operating in the Italian and US markets. Well-known for its luxury hair salons and the revolutionary cutting method, it now brings salon-quality products to its customers’ houses.

CHALLENGE

Rossano Ferretti’s main goal was to improve general digital advertising performance and increase overall revenue, quickly preparing the account for the upcoming holiday season and maximizing other marketing activities (PR, organic social activity, and more). In particular, each market needed a different approach since:

– Italy: it needed a complete restart since campaigns were not running anymore due to poor performance
– US: general revenue performance was decreasing, and we needed to reverse the trend
– UK: performance was good, so we aimed to preserve the positive trend

SOLUTION

The first step of our strategy included the countries’ segmentation into different accounts based on the client’s business goals and needs.

Through our proven methodology, we have then implemented an account restructure to immediately drive results and sales, reinforcing the current lower funnel activity keeping what was working and improving was not delivering sales. In particular, we launched custom search and performance max campaigns.

The data collected during the first month were useful for expanding the accounts with more full-funnel activities through Meta channels (Facebook and Instagram) and Google properties, according to each country’s needs.

During all the abovementioned steps, we also created new ads (both evergreen and promotional) to deliver the correct message to each different buyer persona; the users’ segmentation was based on the funnel steps, so we implemented the following:

– Ads targeting the awareness step;
– Ads targeting the acquisition phase;
– Ads targeting the remarketing stage.

RESULTS

After the first 30 days of our management, the overall performance of the website increased by 116% in revenue, more than doubling the previous month’s performance, with an 84% increase YoY.

In addition, the client also had better performance in:

– the number of orders, increased by 92%;
– the average order value, higher by 12%;
– the number of new customers, which grew by 78%.

SERVICES

PPC MANAGEMENT: Facebook Ads, Instagram Ads, Google Search, Google Shopping, Performance Max, Display, Retargeting, Product Feed Management

MORE CASE STUDIES

115% increase in shopping impression share for a haircare eCommerce.

117% increase in Black Friday YoY sales for a haircare eCommerce brand.

LET’S TALK ABOUT YOUR PROJECT

Black Friday Haircare eCommerce Italian Market Case Study

Posted on 01/24/202301/24/2023 by micky

BLACK FRIDAY HAIRCARE CASE STUDY

How we scaled Facebook Ads and Google Ads for a haircare eCommerce brand expanding to the Italian Market during the Black Friday

ABOUT THE CLIENT

The client is a young haircare Shopify eCommerce brand based in US, providing high-quality hairstyle products for a female audience. The company is fast growing, and at this stage of their business, flexibility was one of the main requirements they were looking for in a partner able to support their market internationalization in Italy.

CHALLENGE

The main goal was to consolidate the brand’s presence in the Italian market and reach an ambitious revenue target during the Black Friday period. Conscious of the high level of competition in the niche, the client needed a multi-channel strategy to get the most out of the budget available across Google Ads and Facebook Ads platforms. The execution of the strategy required a particular focus on ad copywriting messages and visual creativities addressing specific micro-target segments.

SOLUTION

The campaigns were built to reach audiences across multiple networks and position the brand as the top-quality provider in the market while maintaining a very approachable image. On Google Ads, beyond the search network, we delivered on the shopping, display, and Youtube networks favoring visual communication to reinforce brand awareness. On Facebook and Instagram, we emphasized the promotional Black Friday sale enabling all the remarketing audiences and leveraging the synergy with the Google channel. To better understand the customer journey and optimize the user interaction with the brand, we created custom metrics available in a Looker Studio dashboard for client and internal use.

RESULTS

In just one month, we scaled the eCommerce traffic by +169%, increasing the revenue by +117% and the number of transactions by +128%. We achieved the revenue target by hitting very narrow audiences that could ensure a good return on the budget invested. On the other hand, we reached a significant share of the market at a very low cost per interaction, nurturing email marketing lists and overall establishing a relevant position for our client among the competitors.

SERVICES

PPC MANAGEMENT: Facebook Ads, Instagram Ads, Google Search, Google Shopping, Display, YouTube, Retargeting, Microsoft Ads, Product Feed Management

They have an excellent strategy to improve the audience. They made themselves available whenever We needed, and that was a pleasure. They did a great job and worked very fast. I am glad that I found Midsummer Agency. They’re doing an exceptional job.

Filippo C. & Grant R. – Founders

MORE CASE STUDIES

115% increase in shopping impression share for a haircare eCommerce.

102% increase in Black Friday YoY sales for a pet niche eCommerce.

LET’S TALK ABOUT YOUR PROJECT

Posted on 02/17/202209/22/2022 by micky

HAIRCARE ECOMMERCE CASE STUDY

How we leveraged Google Shopping structure to double the impression share of a haircare eCommerce.

ABOUT THE CLIENT

The client is a US-based haircare eCommerce brand using Shopify. Their core product is a patented technology specifically created to restore damaged hair.

CHALLENGE

The client wanted to maximize their impression share on Google Shopping results to consolidate brand awareness while improving conversions and revenue simultaneously.

SOLUTION

We replaced the standard shopping campaign with a more advanced structure made of different shopping campaigns based on users’ queries. This adjustment allowed us to maximize results and segment traffic according to each step of the customer journey. Then we optimized product titles to match high-performing search queries and adjusted the bids and budgets to guarantee the highest ROAS possible.

RESULTS

Compared to the previous period, Search impression share grew by 115%, while impressions increased by 153%. Clicks and conversions were, respectively, 12% and 7% higher while hitting the target ROAS.

SERVICES

PPC MANAGEMENT: Google Shopping, Product Feed Management, Search, Display, Discovery, Retargeting

The Midsummer Agency team always amazed me with its business insight and unique approaches to solving problems. They showed a high level of proactivity, creativity, technical skills, and were valuable contributors to our project.

Josh – CEO

MORE CASE STUDIES

100% increase in conversion rate for a lifestyle fashion eCommerce.

230% increase in revenue for a fashion eCommerce.

LET’S TALK ABOUT YOUR PROJECT

Industry: Haircare