The Fox Tan
A tanning brand founded in Australia that uses its patented FoxComplex® and FoxComplexPlus™ ingredients to help people tan darker and faster.
Digital Community: 327,000+
Category:B2C
The Brief
To drive conversions during Q4 (fall and winter seasons) where tanning product sales tend to be lower.
Creative Refresh
As we headed into the winter months, there was a need to launch new creatives in our advertising campaigns as the brand’s usual creatives, heavily focused on customers tanning under the sun, would not be as relevant given impending weather changes.
Collaborated with Facebook and Shuttlerock to run a US$7000+ sponsored Facebook ads creative test where the ads were more product-focused.
Bright, engaging colors and animations were used to draw more attention to the products.
Result: 7% incremental ROAS
Product Suggestions
Website optimization strategies were suggested to improve online conversion rates.
Pitched to re-run a limited edition Christmas bundle where the key selling points were customer savings and the limited edition packaging that came with the bundle.
Bundles are highly likely to increase the overall average order value of each customer and thus, increase revenue.
The attractively packaged bundle made for a good gift just in time for the holiday season.
Result: > 5x ROAS achieved
Integrated Marketing
Culmination of different advertising platforms and campaigns would increase not only conversions but the brand’s awareness in the long run.
Tapped into TikTok given the popularity among the target demographic of young to middle-aged women.
TikTok was pivotal in driving more brand awareness as it helped drive more landing page views given its much lower CPM and CPC. Other platforms such as Facebook and Google were the key drivers of conversions.
Result: 70+% lower CPMs on TikTok as compared to Facebook