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[Case Study]: 5 Steps to High-Converting On-Brand Beauty & Wellness Ads
19 ideas de marketing sacadas de «[Case Study]: 5 Steps to High-Converting On-Brand Beauty & Wellness Ads», de Perpetual Traffic. Sobre todo de mensaje y…
- 19 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 40 min
- Publicada en 2025
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Diversificar creativos publicitarios por subvariaciones del avatar
Canales de adquisiciónUna vez validado el mensaje principal, se deben producir creativos con diferentes creadores de contenido que representen las distintas microvariaciones y problemas específicos del avatar (mostrando el estado inicial 'antes', el uso del producto y el resultado 'después').
started to figure out the messaging, how things were working, then we started working with our content creators to basically take that messaging and start to pull it into new creatives, new faces, different hairstyles. So, again, so now we really have to showcase all the different types of curly hair because, you know, curly hair is not created equal. So really like for this beginning, it's if you struggle to get helps her have defined curls. So it was specific curls. And so then we show kind of the before state of what her hair looked like. And now it's really showing how to use the product…
Escúchalo en el minuto 17:48
Canales de adquisiciónNo se debe depender exclusivamente de anuncios en video; combinar creativos estáticos con formatos de video en campañas 'always-on' maximiza el rendimiento porque diferentes segmentos de la audiencia responden a formatos visuales distintos.
you say this is their best performer on fit in? Because we just showed a short video ad, 15 seconds, now we're showing a static image. I was about to say a stagnant image, uh static image here, conversion? Right. So right now these are both in basically our kind of like always on evergreen campaigns that just continue to just constantly drive sales. unconscious conscious is that oh well you put videos with images because some people respond to images some people respond to video. It's like it's neither one or the other. Everyone says oh it's video ads. Well we've got a lot of image ads. Yeah…
Escúchalo en el minuto 16:11
Llamar explícitamente al avatar en el gancho visual del anuncio
Mensaje y copywritingIncluir una llamada directa y visible al tipo exacto de cliente en la primera línea o titular del anuncio estático (efecto 'dog whistle') ayuda a que el público objetivo se autoidentifique de inmediato y filtre a los no cualificados.
right? Yep. Mh. And you're calling out your avatar like it's a dog whistle call out as Frank Kern always used to say is for curly girls which is kind of cute. So, I felt like you're calling that out in the first line. Largest type. All right. Here, this is for you but not for you.
Escúchalo en el minuto 15:13
Escalar creativos clonando un mensaje probado a través de creadores de nicho específicos
Estrategia de contenidosUna vez descubierto el ángulo de mensaje que funciona tras varias pruebas, la forma más sencilla y efectiva de escalar la producción creativa es contratar diversos creadores de contenido que representen los diferentes subsegmentos del público objetivo para comunicar ese mismo mensaje.
again, as we started to figure out what was working, how it was working, then it was and once it's like once you find that message, it's really it's really easy, I would say, to then take that messaging and just expand. We found the messaging that works. We found uh creators that work specifically well with this. And from there, it was easy to kind of take all those different creators. I mean, we actually have a lot of different curly creators that we work with now where we can really showcase the different curl patterns, how it works, and then really showcase like how it helps all these…
Escúchalo en el minuto 27:06
Apertura con el estado 'antes' o pantalla dividida antes/después en anuncios de video
Mensaje y copywritingEn anuncios de video para producto (UGC), abrir los primeros tres segundos exponiendo el dolor en el estado 'antes' (problema sin resolver) o mostrando una pantalla dividida con el 'antes y después' simultáneo clarifica de inmediato la transformación y engancha a la audiencia con el resultado visual.
the first three seconds was the pain point which is you don't have defined curls and the before state of that. So Again, it was the before state with the problem. And so from there, we started curls and again showing that before and after state together. So, that was like before and what it looks like after but in the same frame at the beginning. this clearly defines like oh that's the state I want to avoid which is on the left hand side here. This is the state that I want and you're showing it right up front in the split screen. This is
Escúchalo en el minuto 20:52
Iterar sobre creatividades ganadoras explicitando los puntos de dolor en el mensaje
Mensaje y copywritingPara mejorar el rendimiento de la publicidad sin incurrir en altos costos de producción, conviene tomar el anuncio con mejor desempeño histórico y refinar su mensaje destacando de forma explícita y sencilla los puntos de dolor y el mecanismo único de la oferta para el avatar específico.
their best performer. You made it better by simple adjustments. And all you're took the best creative and all you did is you just made it better. You called it out with really simple stuff for your creative is if there's a creative that's working, there's a reason it's working. So, we need to understand why it's working. And then how like you said, how can we make it better? And so production things. It's just really it's messaging honestly is you already have the video and assets. Now, we just needed to define what the messaging is
Escúchalo en el minuto 10:18
Mejorar creativos en video explicitando dolores concretos y contrastando con soluciones tradicionales
Mensaje y copywritingPara elevar el rendimiento de anuncios en video que solo muestran el producto o el antes y después, no es necesario regrabar material: basta con reutilizar el metraje existente agregando copy superpuesto que verbalice los puntos de dolor específicos de la audiencia y contraste la solución frente a los defectos de las alternativas tradicionales.
there, we took their top performing creative and we really started working with them on okay, what what exactly is the message here? So taking the same exact creative, we added in some copy of hair diffusers kind of out with the old how it was this kind of product and then really just defining like what it is exactly that that this product does better. So the old diffusers damage your hair whereas this new diffuser is a twoin one. It's a diffuser and a dryer. super simple examples. These are 15 second ads all video and all you really did is you highlighted the important potential p like…
Escúchalo en el minuto 6:40
ConversiónEn lugar de colocar la ficha técnica del producto arriba del todo, sitúa el vídeo publicitario con mejor rendimiento en la cabecera seguido de capas densas de prueba social (menciones de prensa, creadores UGC, reseñas y comparativas de antes y después). La ficha de compra directa puede ubicarse más abajo si el contenido visual superior ya demuestra el producto en uso.
need to show more like we need to have that top converting creative at the top And then as you scroll down, they have then we really wanted to show like actual users using the product. I think people using it. So we started adding in our UGC creators. These are basically just ads that we had for them and we the before state and after state. They did like a slider so that you could see there. So, it's like top performing piece of creative at the top with a great call out, social proof, social proof, social proof, and then your before and after state. And then the product. So, it's actually…
Escúchalo en el minuto 35:29
Incorporar superposiciones de texto en anuncios de video para usuarios sin sonido
Estrategia de contenidosEs un error común asumir que la audiencia consume los videos publicitarios con el audio activado; por ello, es fundamental incluir textos superpuestos (text overlays) que refuercen y comuniquen el mensaje clave de forma autónoma.
part to it is that there's text overlays that reinforce the message. And obviously we're not playing this with sound on because we're sort of walking through it at the same time. But I think that is another thing that a lot of people miss is that they sort of assume everyone watches with sound on, which exactly is not always the case. So, you
Escúchalo en el minuto 26:06
Garantizar la congruencia del mensaje entre los anuncios y el sitio web tras el clic
ConversiónCuando una campaña genera un alto volumen de clics pero baja tasa de conversión, el problema no suele estar en el anuncio sino en la falta de correspondencia en el sitio web, el cual debe reflejar visual y textualmente la misma promesa y mensaje que atrajo al usuario.
of the challenges that you had was once they actually clicked the message in the ads and maybe on their socials wasn't a ton of people to the website, but then the website wasn't necessarily showcasing or discussing everything that we had talked about in the ads. And so again, like a lot of people are always like, "Oh, it's my ads ads. It's my ads." But really, it's also your website. So like we always say, it's after the click. you know, if I'm traffic, then why is it not converting after that? So, as we kind of started to exactly about the website isn't showcasing what we are showing in the
Escúchalo en el minuto 33:16
Estructura de creativos para productos de belleza: dolor, mecanismo y estado posterior
Mensaje y copywritingPara vender productos cosméticos o de cuidado personal, la estructura creativa efectiva consiste en llamar directamente al avatar identificando su dolor específico, explicar de forma simple el mecanismo del producto y mostrar visualmente el estado final o deseado ('after state').
progression here before and after, calling out the avatar, all these other No, I mean, it's really we've used this, I guess, like framework really for every are those things that is the pain point how does this product specifically do it show again that after state of my skin is glowing and fresh or I don't have to how you got there basically so it's a very simple way that can also sell the
Escúchalo en el minuto 32:08
Sinergia entre consistencia de marca y rendimiento de conversión en paid media
Marca y posicionamientoEn publicidad digital para sectores visuales y competitivos, no se debe sacrificar la estética de marca por la conversión directa ni viceversa; es imprescindible alinear la identidad visual y el mensaje entre anuncios pagados, redes sociales y sitio web manteniendo un enfoque de respuesta directa y retorno de inversión.
consistency with brand, but also performance. And it's not one or the other. You can have both. And I think a lot of beauty brands specifically think, "Oh, well, I need brand I need my ads to look pretty." But then what about performance? Because when you spend a dollar, you want to make a return on it in a way so that you maintain the brand consistency, but also draw out struggle with is Yeah. brand consistency. making sure that the message is clear not only through website socials but also through paid ads and just elevating that creative and making sure that everything is still aligned but…
Escúchalo en el minuto 2:09
Investigación de mercado y clientePara escalar la captación más allá del nicho extremo original, recluta creadores de contenido que representen perfiles y grados de necesidad más amplios y moderados, adaptando las creatividades para que una audiencia mainstream se reconozca en el problema.
curls. Like I think that's what everyone thinks with curly hair is like oh it's everybody with super tight curly hair. That's the demographic we need to go after. As did I. Yeah. Right. But really it's like okay well let's test someone. This is a more I would say like you said broader audience where they don't curls. they have more looser kind of wavy curls, but they could have tighter curls if they use this product. So pool that we have and really look at all these different curly hair types and find specific creators that one not only had different curl structures and patterns that we could…
Escúchalo en el minuto 22:06
Mensaje y copywritingEn mercados saturados con alta presión de precios, la creatividad publicitaria en la parte alta del embudo debe destacar de inmediato el mecanismo único y el factor diferencial de la marca para construir lealtad desde la primera interacción y evitar que el cliente termine comprando sustitutos económicos en marketplaces.
more so to be able to differentiate, show your unique mechanism, the thing that makes you different in a space that there is like literally millions of market but still cheaper products are coming on the market. we have to differentiate from a brand standpoint and that's what creates the loyalty as opposed to buying it once and then buying the cheap knockoff later on on Amazon. So getting that upfront is not just a need like a nice to have now it's a need to have in my opinion. So, let's
Escúchalo en el minuto 3:53
Mantener consistencia de mensaje entre anuncios y landing page duplica las ventas
ConversiónAlinear los ángulos y problemas del avatar que funcionan en los anuncios exitosos con el mensaje de la página de destino elimina la fricción tras el clic y puede llegar a duplicar las ventas del negocio al sostener la promesa inicial del anuncio.
that's really the key is that when you start to dial in your messaging on your creatives on your ads, you might notice that there's a distance once they actually click. And that's where the making sure that the brand is in alignment with the problems of the avatar specifically and then once you that is really is looking at where are you sending that traffic? Can you actually make it more consistent with your overall message? So we've sort of This just about doubled this business's sales due to the consistency of message,
Escúchalo en el minuto 37:29
Mensaje y copywritingEn mercados saturados con alta presión de precios, la creatividad publicitaria en la parte alta del embudo debe destacar de inmediato el mecanismo único y el factor diferencial de la marca para construir lealtad desde la primera interacción y evitar que el cliente termine comprando sustitutos económicos en marketplaces.
more so to be able to differentiate, show your unique mechanism, the thing that makes you different in a space that there is like literally millions of market but still cheaper products are coming on the market. we have to differentiate from a brand standpoint and that's what creates the loyalty as opposed to buying it once and then buying the cheap knockoff later on on Amazon. So getting that upfront is not just a need like a nice to have now it's a need to have in my opinion. So, let's
Escúchalo en el minuto 3:53
Canales de adquisiciónEn plataformas con optimización algorítmica avanzada (como Meta Advantage+), no es necesario forzar creativos específicos según la etapa del embudo (TOFU o BOFU); es preferible cargar una variedad de ángulos, dolores y demostraciones visuales para que el algoritmo determine qué creativo impacta mejor a cada usuario.
like the stuff that I think is bottom of funnel and top of funnel, it doesn't with Advantage Plus, you're just basically going to throw all this creative into it and they're going to mix it up and figure out where to hit different people. Everyone's going to be matter. People react to different things in different ways. is we used to sort of action. That's out the window right now. matter. Throw it all into the mix and
Escúchalo en el minuto 30:33
Apelar directamente al segmento en anuncios estáticos simples para lograr creativos perennes
Mensaje y copywritingUn anuncio estático directo que nombra explícitamente al público objetivo (call-out a su identidad o necesidad) y sintetiza la propuesta de valor del producto puede convertirse en un creativo de alto rendimiento sostenido por más de un año.
for the curly girlies. So calling them out specifically like you have curly hair. This is what you need. So it's just a static image of the product highlighted calling out the girls who need to use this. It's a twoin one diffuser with in a haird dryer and then get the right diffuser for your hair. Literally this was it. Like we just took all of the things, put it into one static ad, and this ad is actually still running and it's one of our top performers to this day. So, a year and a half later, it's like still one of our top performers. So, again, we need to call out like who specifically…
Escúchalo en el minuto 9:05
Priorizar la visualización del estado final (after-state) optimiza anuncios de prospección
Estrategia de contenidosMostrar prominentemente el resultado o estado posterior a usar el producto genera un rendimiento superior incluso en creativos de la parte alta del embudo (top of funnel), ya que los prospectos responden con mayor interés a la evidencia visual inmediata del beneficio.
after state which we saw actually performed better as we started testing was that more people wanted to see what your hair looked like using the like after using the product and then how it really kind of defined. So again like we tried a new topic but then like again really showing that after state and then out of your curls. And again, showing need a reminder of what that after state looks like. Actually, no. These ones have been all top of funnel. So yeah, so
Escúchalo en el minuto 29:02
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