"Working with Shuttlerock on our 2020 Singles Day and Black Week campaigns we were able to quickly and efficiently produce a collection of video assets, optimized for conversions across Facebook and Instagram."
Decrease in cost-per-purchase (CPP)
Charlotte Daenen | Paid Media Executive, MAC Cosmetics (Estée Lauder)
Increase in return-on-ad-spend (ROAS)
DRIVING HOLIDAY SEASON SALES WITH BOLD VIDEO CREATIVE
During November's important sales dates (Singles' Day, Black Friday, and Cyber Monday), leading cosmetics brand, M·A·C, teamed up with Shuttlerock to create a set of bold, conversion-focused creatives—helping them to boost e-commerce sales.
M·A·C's key to success was the use of high-impact video ads that enabled them to deliver a clear, actionable message centred around their promo offerings whilst also showcasing their diverse product catalogue.
A subsidiary of Estée Lauder, M·A·C cosmetics is one of the world’s most popular and influential beauty brands.
Now operating in over 120 countries worldwide, the brand originally entered the market by selling almost exclusively to makeup professionals within the fashion industry. Since then, M·A·C has grown exponentially through positive word-of-mouth, meticulously curated product lines, celebrity/pop-culture collabs, and a strong focus on self-expression and individuality.
Although M·A·C has a strong brick and mortar presence, comprising over 500 retail stores globally—the brand has also historically been a leader in the online space, with e-commerce playing an important role in their business model. This importance was amplified when 2020 came around, with many of M·A·C’s physical stores having to close their doors for an extended period of time.
The heightened focus on online selling—not only for M·A·C, but for many brands within the cosmetics industry—meant that the November e-commerce sales events (Singles’ Day, Black Friday, & Cyber Monday) were set to be the biggest and most competitive on record. Realizing this, M·A·C’s paid social team in Belgium wanted to ensure that they were making the most of the opportunity by investing in high-quality creative that was optimized for direct response.
Enabling M·A·C to reach a large audience within their target demographics, Facebook and Instagram were identified as key channels for these campaigns. Focusing on the In-Feed and Stories placements, M·A·C made a last minute decision to combine their planned static ads with a set of video creatives in the hope that they would give the campaign an extra level of impact.
With time of the essence, M·A·C called upon Shuttlerock to produce a set of video ads for each of the three sales dates. The assets also needed to be localized for the Belgian market, meaning both French and Dutch translations were required.
Within five days, Shuttlerock’s design team were able transform M·A·C’s static packaging shots into a collection of attention-grabbing video ads, optimized for a conversion objective.
Each ad was fast-paced, engaging audiences from the outset by using bold, repetitive text to draw attention towards the sales date and the promotional discount on offer. This initial attention was maintained through rapid, concise messaging along with a range of products coming both in and out of frame.
Creative Assets Produced
The addition of these high-impact video ads helped M·A·C to drive strong performance results, seeing an 81% decrease in cost-per-purchase (CPP), and an 80.3% increase in return-on-ad spend (ROAS).
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