Magrada is a family run mother-daughter business based in Pärnu that creates organic beauty products with roots on the island of Hiiumaa. Inspired by the magical landscapes of their home island they craft eco-friendly cosmetics made by hand from natural ingredients sourced through fair trade. To support sustainability Magrada also offers water free cosmetic products.
Magrada approached Nobel with a goal to increase both traffic and the number of purchases in their ecommerce store. Although the brand was already known in Estonia and had a functioning online shop they lacked a systematic cross channel approach to digital marketing.
Strategic Marketing to Reach Clear Goals
The first step was to set clear goals – how many purchases we wanted to achieve and what the optimal cost per purchase should be. Based on this, we created a strategy to reach these goals. We defined the core marketing channels and selected the products to promote and shape the brand’s unique value propositions and key messages.
To achieve the best results we used a strategic combination of advertising on Google through search campaigns and highly targeted campaigns on Instagram and Facebook. Both google ads advertising and facebook advertising played essential roles in the mix.
We divided the approach into two stages:
- First we launched broad reach campaigns that introduced the Magrada brand to potential buyers;
- Then we created more focused ads guiding already aware users toward making a purchase.
Since the beauty product sector is highly competitive and effective promotion requires a smart digital marketing strategy, we initially concentrated on advertising the best selling products. This helped us achieve a positive ROAS (return on ad spend which shows how much revenue every invested euro returns) while gradually expanding the promoted product range. The key to success was also daily account management and constant optimisation which ensured that the campaigns remained up to date and as effective as possible. Continuous advertising analysis played an important role in improving results.
Fast Results and a Strong Growth Trend
A well structured and targeted digital marketing approach quickly accelerated Magrada’s ecommerce performance helping the brand reach new customers and achieve impressive results:
- Already in the first month we achieved a cross channel ROAS above 3 and increased it further in the following months;
- The strategic channel combination also brought nearly 3,000 new visitors to the website in the first month and generated thousands of euros in revenue.
Magrada’s project manager Lisanna Miiter summarises the cooperation as follows:
“Magrada has always looked for ways to consciously grow brand’s visibility and performance in digital channels and working with Nobel Digital has helped us achieve this successfully in Estonia. The results have been positive as ROAS has increased significantly month by month and campaigns have reached the right audience. We appreciate Nobel’s strategic approach and data driven digital marketing which has helped us position our brand even stronger on the Estonian market. Thanks to the Nobel Digital team for the successful collaboration.”
If you also want to make your company’s digital marketing more effective feel free to get in touch with us.
