Yelle Skincare is the first-ever plant-based skincare line catered towards melanin-rich skin. Yandy Smith founded Yelle with the help of a dermatologist and an aesthetician in order to create an affordable, all-natural skincare line for people of color.
Despite being a small brand, Yelle Skincare developed success early on using influencer marketing thanks to the help of a celebrity influencer. However, once Yelle reached an impasse in their growth, they looked to us to expand their marketing strategy with paid advertising.
Yelle Skincare’s strong message and personal appeal made us confident we could uncover unique, relevant audiences with targeted Facebook campaigns. Additionally, their website needed significant design and development work to improve user experience. By implementing our conversion rate optimization best practices and resonating with their target audience for both desktop and mobile, Yelle saw their total sales increase by 70%.
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When Yelle Skincare first signed on with the Snow Agency, their website conversion rate was below industry standard. This left room for us to employ our agency’s best practices on CRO to provide an instant boost to revenue, without any changes to the advertising budget.
First, we designed a new mobile version of their website which highlighted reviews as social proof under each product. The previous mobile version was not optimized for mobile view, and creating a new version allowed for customers to easily navigate the website, which increased the overall conversion rate.
Next, we created targeted landing pages catered towards specific paid media audiences that were built based on a targeted customer persona. These landing pages created a singular focus from ad to website experience, improving bounce rates, value per session, and overall conversion rate.
Knowing that our target customer persona was primarily black women between the ages of 25 and 34, we created content that would resonate best with this demographic. We sourced user-generated content from real customers and Yelle’s founder to effectively communicate Yelle’s most prominent unique value propositions organically. These reviews were native to the platform, showing accurate results and honest reviews. This authenticity allowed us to effectively communicate Yelle’s unique value propositions organically, yielding highly profitable results. We also used the influence of the brand owner’s social media presence to help foster the trust we had developed between Yelle and its customer base. With a mixture of testimonials from celebrities and actual customers, product reviews, mash-ups, and informational videos, we delivered engaging and relevant content to our demographic in a templated approach built for repeatable, sustainable direct response success.
Because Yelle Skincare had never spent on any paid social advertising platforms, we had little data to help refine our marketing efforts despite the large organic following that the brand had amassed. We worked around this by leveraging the brand’s organic following to develop the ideal customer personas for sustained success at scale. Through our data-driven approach to targeting, we focused our ad spend to prioritize prospecting new customers at a profitable rate.
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