Leading beauty retailer’s holiday campaign increases ROAS by 72% by testing messaging on YouTube
A leading beauty retailer that offers an impressive range of beauty products across makeup, haircare, skincare, fragrance and accessories wanted to develop messaging best practices for its 2020 holiday campaign to drive ROAS on YouTube.
The brand partnered with VidMob to transform static key art into 4 new ads for Skincare and Makeup, with 2 messaging variations for each.
Historically, this brand succeeded with holiday messaging focused on gifting others. However, with the 2020 holiday season being impacted by the pandemic, many platform partners were projecting a trend in people spending money on themselves. This beauty retailer wanted to learn whether a self-gifting message could drive ROAS above BAU holiday creative.
Data- Backed Creative Decision
VidMob tested which key messaging claim works best for conversion: gifting yourself or gifting others.