As a new brand, top of mind for us was building trust in Look Gorgeous through advertising. Without any data or past sales to reflect upon, a successful launch would require extensive market research and a clear strategic direction.
The Buttr team immediately got to work sourcing data and creating a formula designed to rapidly scale social spend and maximise profitability. This was achieved through identifying the most responsive demographics, extensive customer feedback and digging deep into customer purchase intent.
From day one, Look Gorgeous took an omni-channel approach to its marketing. Leveraging Facebook, Instagram, TikTok and email, we built a holistic omni-channeling funnel strategy across all relevant touch points throughout the customer journey. This meant that from the get-go we were able to profitably diversify Look Gorgeous’ social marketing to reach the right people, in the right place, at the right time.
We quickly found that the most effective way to build trust with Look Gorgeous' customer base was by harnessing user-generated content. A key factor in a consumer’s decision to purchase hair extensions is not only how the extensions look, but their feel and overall utility (ease of attachment etc.). The UGC we commissioned allowed Look Gorgeous to convey to potential customers many of the USPs that otherwise were lost through still imagery and polished video creative.
Scaling quickly always comes with teething pains. The Look Gorgeous team expanded quickly and making sure ad profitability remained on par with the team's expansion was at times a fragile exercise. In addition to business expansion, Look Gorgeous was scaling in the height of COVID-19: Like many eCommerce brands, this meant Look Gorgeous needed to work extremely hard to keep its ever-growing supply lines open.
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