Une huile qui démaquille sans tirer la peau. Deux pressions, un linge tiède, et c’est tout.
Introducing an oil to people who aren’t looking yet.
Maison Ondine is launching its Huile Lin. The store is ready, but it needs visitors. Here is the Facebook and Instagram campaign prepared for the launch: the ads, the test, the audiences, the setup and what gets checked each month.
The ads are in French, for customers in France.
The ads, in every placement
One idea, adapted to each format. Switch placement and hook to see every version.
Both hooks run for seven days with the same visual, audience and budget. We keep the one with the lowest cost per purchase.
Lin de Normandie, tournesol du Gers, rien d’autre. On vous dit d’où vient chaque goutte.
Une huile qui démaquille sans tirer la peau. Deux pressions, un linge tiède, et c’est tout.
AcheterLin de Normandie, tournesol du Gers, rien d’autre. On vous dit d’où vient chaque goutte.
En savoir plusUne huile, deux ingrédients, et le chemin qu’ils font jusqu’à votre salle de bains.
- Huile Lin100 ml, 36 €Acheter
- Lin de NormandiePressé à froidAcheter
Tournesol du GersPour la douceurAcheter
Livraison offerteDès 49 € d’achatAcheter
Three stages, three messages
Someone discovering the brand and someone who left a cart don’t see the same thing. Example split on a starting budget of €20 a day.
1
Discover
50%, or €10 a day
- Who
- People aged 25 to 45 in France, interested in natural and organic skincare. No current customers.
- Format
- 15-second reel and feed post
- Message
- The routine: cleanse in two pumps.
2
Consider
30%, or €6 a day
- Who
- People who watched half the video or visited the site in the last 30 days.
- Format
- Ingredients carousel
- Message
- The origin: two traced ingredients.
3
Retarget
20%, or €4 a day
- Who
- Carts abandoned in the last 7 days, minus this month’s customers.
- Format
- Catalogue ad showing the product left in the cart
- Message
- The last hurdle: free delivery from €49.
Before the first ad
Half of a campaign is in the setup. It is done and checked before the first euro is spent.
Verified domain
The store is linked to the ad account. Without it, purchases are not reported properly.
Pixel and Conversions API
Both the browser and the server send purchases, so nothing is lost when a blocker cuts the pixel.
Catalogue linked to the store
Prices and stock update on their own. A sold-out product drops out of the ads.
Events tested
Product view, add to cart, checkout start, purchase: each one is checked with a real test order.
Exclusions
This month’s customers don’t see the discovery ads. No paying to convince someone already convinced.
Tracked links
Every ad carries UTM tags: the campaign and the hook show up in the site’s analytics.
The monthly review, in four lines
No forty-column spreadsheet. Four numbers, what they say, and what we do when one goes wrong.
MetricWhat it saysWhat we do
Cost per purchaseWhat one order costs in advertising.If it rises two weeks in a row, we change the hook before touching the budget.
Return on ad spendRevenue brought in by each euro spent.We compare it to the brand’s real margin, not an industry average.
Click-through rateThe share of people who tap the ad.If it is low, the problem is the visual or the first line.
FrequencyHow many times one person sees the same ad.Beyond three a week, we refresh the visuals.
