Exploring Brand and Value Prop - A mini case study

First starting out: the ads

• initially started by emphasizing product itself, highlighting value prop as it existed in the app itself
  • search bar queries
  • beauty product images
  • beauty product comparisons
• wasn't getting results that we wanted - keeping cac low was hard, increased over time

various ways to show value prop through different creative concepts (many different variations)

• product comparisons were successful, provided a good template structure
  • refresh creative
  • test / target different audiences
    • vegan
• adding faces

https://fb.me/1Q5jnP2oPmqWagH

• getting kinda stuck with just text/images, screenshots of apps
• Started out with exploring people/human faces into the ads, so we did a fun little prototype ad concept that compared products
• 1000 installs @ $1.00
• early on was cheap $0.60, got really expensive, $2+

https://fb.me/1PZ0VAxJU93JrfW

• 31000 installs at a CAC of $1.34

https://fb.me/1QH9u4wYTWZc1P8