Beauty Brand Generates $200K in eCommerce Revenue

A cosmetic and beauty brand set out to elevate its digital footprint. The brand partnered with Strategus to implement a full-funnel CTV approach, designed to generate awareness, engagement, and online purchases. Historically, this brand had never leveraged Connected TV (CTV) advertising.

With a modest linear TV spend, they decided to redirect those marketing dollars into testing CTV—a first-time experiment to assess its impact on online sales and customer engagement. By substituting linear TV spend with a strategic CTV approach, this LA-based beauty brand created genuine online momentum.

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Objective

• Increase online traffic
• Generate revenue

Strategy

This 3-month campaign targeted an audience of women aged 25-54 who are in-market for premium cosmetics and skin care products across 9 select DMAs across the country. Strategus team leveraged a full-funnel CTV Strategy to build awareness with CTV ads served on the Big Screen, in a living room environment. These users were then retargeted with the brand's Online Video and Display ads to drive engagement, clicks, and online purchases.

Distributed nationwide through major retailers such as Target and drug stores, the brand's primary objective was not to drive in-store traffic, but to build online engagement and boost e-commerce transactions. The full funnel tactic not only drove impressive sales and ROI during the campaign flight, but continued delivering incremental revenue and purchases weeks after completion. This campaign demonstrates the measurable impact a tailored CTV strategy can have for e-commerce cosmetic and beauty brands seeking to maximize online engagement and sales through a blend of awareness-building and performance-driven retargeting.