Kanvas Beauty
With our specialist integrated marketing approach.
A selection of the goals we achieved for Kanvas Beauty.
Increase in Organic Search Traffic via Search Engine Optimisations
Kanvas Beauty is a new boutique online skincare retailer that sells “holy-grail“ and hard-to-find products from around the world, with the primary goal of helping educate Australian women on effective new beauty brands and provide an agnostic range for those who‘ve not been able to find solutions to suit their skin colour, conditions, or tone.
Our biggest challenge was to educate potential customers about Kanvas Beauty’s story as it is a new brand with very little recognition in the market. This added layer to our funnel helped to reduce costs by building a stronger relationship with our audiences, as the beauty industry is widely known for its high barriers to entry in both paid advertising and organic search.
With the lack of resources to leverage, we needed a strategic approach that captured audiences early in their buying journey.
Building brand presence from scratch and competing with established beauty brands in the market.
Our core goals to acheive digital success for Kanvas Beauty.
Reach more of our target customers across all points of the customer journey.
Reached interested visitors at the right place, at the right time to generate an estimated return on ad spend of 21x.
Build the foundations for growth across all key channels.
By approaching Kanvas Beauty’s target customers with a multi-channel strategy, we achieved a monthly sales volume higher than ever before while also reducing the average cost to acquire a customer.
We worked with Kanvas Beauty to create buying guides that addressed these queries while also providing a solution with specific product recommendations.
To maximise our profitability and allow Kanvas to continue investing in new stock, we needed to reach targeted customers who were already somewhat educated about our stocked brands and inherently had a higher conversion rate.
We designed and produced a custom, high-intent video tailored for Facebook Advertising to attract new customers to start building our sales funnel.
Established a tailored remarketing campaign that targeted our warm audience.
We implemented an integrated marketing strategy where when people search for cosmetic brands, we are present on Google Shopping and organic listing.
As a new business with limited capital, it was essential that we provided positive cash flow and help Kanvas carefully balance their investments between marketing and new stock to ensure the long-term success of the brand.
At these early stages, we chose a subset of audiences that consisted of the following scenarios:
By focusing on these audiences, with a strong focus on creating a content-rich experience, we were able to navigate Kanvas Beauty’s website presence around the larger brands without going head–on with them.
This is gives us a big advantage from Search Engine Optimisation perspective, as Kanvas Beauty is giving the level of detail in their content which big retailers don’t.
We positioned Kanvas Beauty at the top of searches for their most popular products. Prioritising which products to optimise for sales, with a combination of looking at their inventory value and sorting through by brands/ product type. As a startup, it was crucial for Kanvas Beauty to manage its inventory well.
We keep an account of our stock availability to strategise our spending on Facebook and Google ads.
To have a chance competing against the large online retailers with a larger range of brands, stock, and marketing budget; we needed a strategic approach that stretched our low budget to capture audiences early in their buying journey. Hence, establishing trust through education and keeping more competitive campaigns hyper-focused to control costs (on more expensive but high intent channels like Google Shopping).
We adopted an integrated campaign across:
Tailored Content Strategy and Website Architecture to Drive Organic Growth
Keywords Ranking on First Page
Serving Both Buying and Discovery Intent
To maximise our profitability and allow Kanvas to continue investing in new stock, we needed to reach targeted customers who were already somewhat educated about our stocked brands and inherently had a higher conversion rate.
Capitalise and Grow
Thereby, whilst it was great that we were ranking high organically, it is also crucial that we show in Google Shopping.
To ensure we have a steady flow of new customers into our funnel whilst building brand awareness for Kanvas Beauty in the boutique skin care market, we produced and launched a set of tailored video ads on Facebook & Instagram.
To truly communicate the boutique range and experience Kanvas Beauty offers online, we thought it will be best to design and produce custom marketing material such as videos, images, emails, and website graphics.
Produced several video commercials for Facebook & Instagram.
Graphic design for our image adverts on all platforms.
Designing and scheduling monthly email marketing campaigns.
Testimonial Ad for Warm Individuals
Dynamic Product Remarketing
“Preet, Reinaldo, and the team are an instrumental part of our business, helping us to launch and capitalise on an effective SEO and social media strategy in a very competitive marketplace. They provide comprehensive reports and are a high-touch service with very gratifying results. ”
Anura Logan
Chat with one of our marketing specialists today to learn how we can take your business to the next level.
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