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E-commerce · Hair care

Root Flora

Campaign Objective

Generate qualified customers while keeping acquisition costs under control.

01 / CONTEXT

The situation

Introduce hair-care concerns, natural ingredients, benefits, and educational short videos.

Funnel Stages

02 / STRUCTURE

Campaign structure

1

Cold

Introduce hair-care concerns, natural ingredients, benefits, and educational short videos.

2

Warm

Video viewers, page engagers, site visitors; more product-focused messaging.

3

Retargeting

Site and product-page visitors, engagers, add-to-cart users; stronger CTAs addressing trust, ingredients, usage, value.

03 / CREATIVE

Creative tests

Angles and creative formats tested systematically to find winning combinations before increasing budget:

01Problem/Solution
02Product education
03UGC-style
04Product demonstration

04 / OPTIMIZATION

Optimization rules

  • Rule 1Track Impression → Click → Visit → Product view → Add to cart → Purchase.
  • Rule 2High impressions with weak clicks: fix creative and messaging.
  • Rule 3Strong clicks with weak purchases: review landing page, offer, positioning, checkout.
  • Rule 4Start with a controlled testing budget; reduce underperformers, fund winners.

Planning targets, not reported results

Planning targets

30-day framework

These numbers serve as planning models and pacing targets during setup, not guaranteed or historical client outcomes.

Budget$300 / 30 days
Impressions20,000-30,000
Landing-page visits500-800
KPICost per qualified visitor / purchase
AlsoCTR, CPC, add-to-cart rate, conversion rate

Key Strategic Takeaway

Key strategic takeaway

“Research → Strategy → Creative testing → Launch → Measure → Optimize → Scale.”

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