paid social strategy

Grande Cosmetics is a top female-owned U.S. beauty brand known for innovative lash and brow products. I created their paid social strategy, choosing visuals, crafting marketing copy, and optimizing ad funnels for maximum ROI.

Client
Grande Cosmetics

Year
2023

1. Strategy & Concept

I tested various creative approaches during the campaign, and ingredient-focused visuals consistently drove engagement. These ads stood out by reinforcing scientific credibility and educating consumers on GrandeLASH-MD's effectiveness. I highlighted key ingredients like peptides and amino acids while emphasizing safety and proven results, aligning the ads with brand identity and audience expectations.

2. Funnel Optimization

To increase efficiency, I restructured the ad funnel into three key stages, tailoring messaging and visuals for each:

  • Awareness: Educational content highlighting the scientific credibility of the product, using visuals such as "Did you know GrandeLASH is one of the most studied lash serums on the market?"

  • Consideration: Trust-building content, including clinical study findings and safety claims (ophthalmologist tested, safe for contact lens wearers).

  • Conversion: Limited-time offers, urgency-driven CTAs, and sales-driven creatives ("Buy One, Get One Free") to push final conversions.

3. Execution & Results

By combining scientific validation, structured messaging, and performance-driven creatives, the campaign achieved a 210% return on investment (ROI), doubling ad spend efficiency. The most effective ads combined a clean product image with simple, trust-building messaging, proving that clarity and data-driven credibility were the strongest conversion drivers.