Audience Strategy & Improved Performance Results for PIXI Beauty
Challenge
PIXI Beauty needed a smarter way to reach its existing customers based on where each one was in the customer lifecycle. Its creative also needed to align with specific customer segments to stay relevant, so that every impression could have the greatest possible impact.
PIXI Beauty needed a smarter way to reach its existing customers based on where each one was in the customer lifecycle. Its creative also needed to align with specific customer segments to stay relevant, so that every impression could have the greatest possible impact.
Solution
Taking a data-first approach, RMG analyzed PIXI's creatives and audiences, then segmented customers by shopping behavior, separating VIP customers and big-ticket spenders from discount shoppers and low-activity customers. The team set up precise campaigns and audiences based on this segmentation and aligned creative to each group. The segmentation also helped PIXI find new potential customers.
Taking a data-first approach, RMG analyzed PIXI's creatives and audiences, then segmented customers by shopping behavior, separating VIP customers and big-ticket spenders from discount shoppers and low-activity customers. The team set up precise campaigns and audiences based on this segmentation and aligned creative to each group. The segmentation also helped PIXI find new potential customers.
Results
After three months of running these campaigns, PIXI saw gains in both overall and creative performance:
- 49% increase in orders
- 53% increase in revenue
- 58% increase in ROAS (5:1)
- 29% increase in creative CTR
- 46% increase in creative conversions
- 11% decrease in creative spend
After three months of running these campaigns, PIXI saw gains in both overall and creative performance:
- 49% increase in orders
- 53% increase in revenue
- 58% increase in ROAS (5:1)
- 29% increase in creative CTR
- 46% increase in creative conversions
- 11% decrease in creative spend