Moroccanoil ran video and photo ads in Instagram and Facebook placements―including Instagram Stories―in a campaign to boost awareness and sales of its new hair color masks, and saw a 2.2X lift in website purchases.
Moroccanoil offers an extensive line of premium oil-infused haircare products for all hair types. The company also offers body lotions and sunscreen products infused with argan oil, as well as color-depositing hair masks. Moroccanoil products are available in over 65 countries worldwide.
lift in ad recall
lift in unaided awareness
lift in website purchases
increase in campaign return on ad spend
Because hair color is a category that Moroccanoil was not yet well known for, the brand wanted to run a mobile-first ad campaign to increase awareness and sales of its new Color Depositing Masks.
Moroccanoil and its agency Iced Media partnered to carry out a digital ad campaign that was aimed at finding new customers while also exciting and enticing current customers.
The teams customized ad creative by channel, and adapted to both square and vertical formats. Ads in Instagram Stories, for example, appear in a full-screen environment―and because people typically hold their phones vertically, this placement helps to visually captivate viewers.
Video ads showed women with colorful tresses along overlaid text such as: “Vibrant color that fades over time” and “Enjoy color without commitment.” The video assets followed creative best practices, including showing the product and branding upfront, ensuring runtimes under 15 seconds and including messaging that viewers could understand with the sound off.
Photo ads featured beauty and hair color influencers who provided personal testimonials, which ran from each influencer’s Instagram handle and branded Instagram page. Each ad included a “Shop Now” button that linked to the product page on the Moroccanoil website.
Moroccanoil showed the ads to US and Canadian women aged 18–54, including those with an interest in hair color, haircare products and cosmetics. It additionally showed the ads to a Custom Audience of Moroccanoil website visitors, and to a lookalike audience based on this Custom Audience. Moroccanoil also retargeted the ads to a Custom Audience of website visitors who did not purchase.
The brand chose to distribute the ads across Instagram feed, Instagram Stories, Facebook News Feed, Messenger Inbox, Marketplace and Audience Network, and used the campaign budget optimization feature to let Facebook’s algorithm automatically distribute the budget across the best-performing ad sets. Moroccanoil determined the results of its August 16–October 13, 2019 campaign using a Facebook brand lift study and a Facebook conversion lift study, which revealed:
31-point lift in ad recall
19-point lift in unaided awareness
3.5-point lift in purchase intent
2.2X lift in website purchases
2.4X increase in campaign return on ad spend