ZALA HAIR EXTENSIONS

When the hair extensions brand added an Advantage+ shopping campaign to its Instagram marketing mix, it saw 1.5X more website purchases compared to its usual campaign alone.

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THE STORY
Beauty from the roots

An Australia-based online retailer that is part of Beauty Industry Group, Zala Hair Extensions sells a range of ethically sourced and manufactured hair products, including clip-in, tape and ponytail extensions. The brand also provides hair and beauty tips, trends and inspiration to customers in Australia, New Zealand and the US.

1.5X

more purchases from Advantage+ shopping campaign plus usual campaign, compared to usual campaign alone

79%

higher return on ad spend from Advantage+ shopping campaign plus usual campaign, compared to usual campaign alone

37%

lower cost per purchase from Advantage+ shopping campaign plus usual campaign, compared to usual campaign alone

As a beauty brand leading the hair extensions category, we recognise the need for a strong online strategy. We’ve ensured our ads are authentic, personable and creator-led, and Advantage+ shopping campaigns boosted them further, helping us reach new cross-border customers.
PHOEBE WALLACE, PERFORMANCE MARKETING MANAGER, ZALA HAIR EXTENSIONS
THE GOAL
Attracting new customers

The beauty company wanted to acquire more customers and increase online sales.

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THE SOLUTION

Extending to more audiences

To reach more people and inspire purchases, Zala Hair Extensions tested an Advantage+ shopping campaign on Instagram that included a mix of video, photo and carousel ads featuring customers and creators demonstrating how to use its hair products. Advantage+ shopping campaigns use machine learning to help brands reach valuable audiences and streamline the creative management process.

Zala Hair Extensions used automated targeting, a feature of Advantage+ shopping campaigns that allows for minimal input, to identify customers within the US who were most likely to be interested in its products.

To measure the ad performance, the brand conducted an A/B test. One cell had Zala’s usual campaign approach of ads targeted to a variety of specific US-based interest, lookalike and re-engagement audiences. The other cell held the usual campaign plus the Advantage+ shopping campaign.

Advantage+ shopping campaigns helped make Zala Hair Extensions’ campaigns more efficient. From August 6–25, 2022, the company saw:

  • 1.5X more purchases from Advantage+ shopping campaign plus usual campaign, compared to usual campaign alone
  • 79% higher return on ad spend from Advantage+ shopping campaign plus usual campaign, compared to usual campaign alone
  • 37% lower cost per purchase from Advantage+ shopping campaign plus usual campaign, compared to usual campaign alone
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