Tarte Cosmetics is the leader in high-performance naturals™
proving that glamour can be good for you by offering the largest selection of cruelty-free beauty products infused with pure, healthy ingredients including fruit and plant extracts, vitamins, minerals, essential oils, and other naturally derived ingredients.
Services Provided
- Performance Marketing
- Paid Media
- Social Media
- Reporting & Analytics
- Creative
The challenge
Drive online sales through social advertising
In an effort to support their online sales, Tarte Cosmetics turned to us to help foster its Facebook advertising. While tarte embraced a multi-objective approach that included awareness, engagement, and lead generation efforts, the primary focus was on direct response and revenue.
The solution
Restructure ad account and find performance efficiencies
From the start, we restructured the ad account and implemented tagging conventions that helped foster measurement clarity across campaigns and variables. We separated target audiences into “Connected” and “Prospect” categories to better assert a customer retention and acquisition strategy. Additionally, we refined creative direction based on performance data and expanded the breadth of Facebook ad products that the brand was using. By leveraging ad sets with minimal overlap and using tarte's promotion calendar to plan media globally, we were able to significantly increase purchase conversion across Facebook and Instagram.
We continued to test different audience segments, placements, and creative as we leveraged learnings from previous campaigns to make data-informed budget decisions. We expanded international targeting and adopted the use of additional (and sometimes new) ad products and strategies.
The outcome
Highest year-over-year revenue across channels
By year’s end, our results led to tarte’s decision to expand to 11 countries and counting. Our efforts resulted in a 225% YoY increase in sessions, a 316% increase in direct revenue, a 32% YoY increase in direct conversion rate, and an 85% YoY increase in direct ROAS from Facebook advertising.
YoY increase in sessions
increase in direct revenue
YoY increase in direct conversion rate
YoY increase in direct ROAS from Facebook advertising