Objectives
The goal of the campaign was to drive emotional gifting purchases for Mother’s Day with microcurrent devices and beauty kits, positioning them as premium, thoughtful gifts for moms.
- Target: +25% revenue growth YoY for May 2024.
- Focus: Build a strong emotional narrative that elevates the product beyond skincare into a gift of self-care and beauty.
- Deliver growth through multi-channel activations and creative optimization.
Company Overview
7E Wellness is the leader in at-home beauty devices, helping every client look and feel more beautiful. Using its flagship technology, microcurrent, MyoLift™ award-winning products are clinically shown to tone, firm, and reduce the look of wrinkles, delivering both instant visible results and long-term cumulative benefits.
Client Brief
7E Wellness wanted to leverage Mother’s Day 2024 as a seasonal opportunity to position its microcurrent devices as the perfect luxury self-care gift. The objective was to drive +25% YoY revenue growth for May, targeting women aged 28–50 in urban US markets and gift buyers.
Key challenges included aggressive competitor discounts and a short setup window. The campaign theme, “Because She Deserves the Best”, aimed to balance emotional storytelling with conversion-focused messaging across Meta, Google, Email, and SMS channels.
Initial Challenges
- Competing beauty brands offering aggressive discounts.
- Short setup window before Mother’s Day requiring quick execution.
- Balancing emotional storytelling with direct-response performance goals.
Strategy
1. Creative Concept: “Because She Deserves the Best” — positioned 7E Wellness devices as symbols of love, care, and confidence.
2. Ad Activation:
- Paused evergreen/generic ads, launched Mother’s Day creatives.
- Formats: Static Ads, Video Ads, Carousel Ads.
- Segmentation: Consumer vs Professional audiences.
3. Channel Mix:
- Instagram Reels & Testimonials: Real mother stories delivered strong relatability.
- Email + SMS Drip Campaign: Countdown-to-Mother’s Day created urgency.
- Google Ads: Captured high-intent searches (“Mother’s Day skincare gifts”, “anti-aging device for moms”).
- Meta Ads: Focused on emotional storytelling and retargeting warm audiences.
4. Targeting: Women aged 28–50 in urban US markets, plus retargeting of cart abandoners, past customers, and lookalike audiences.
5. Optimization:
- Emotion-driven creatives outperformed product-only ads by 25%.
- Video creatives, especially testimonials, delivered the highest ROAS.
Results
Meta Ads (Apr 26 – May 14, 2024):
- Spend: $6,108.50
- Purchases: 50
- Revenue: $27,108.76
- ROAS: 4.44
- Top Performer: Mother’s Day Video 1 → ROAS 31.18, Revenue $8,124.16
Google Ads (Apr 28 – May 14, 2024):
- Spend: $23K
- Conversions: 148.41
- Sales: $42.5K
- Conv. Value/Cost: 1.85
Shopify Store (Apr 28 – May 14, 2024):
- Net Sales: $132,253.17
- Orders: 489
- AOV: $275.86
- Returning Customer Rate: 50.54%
- Top Product: MyoLift 600 Pro Plus ATP Kit – Professional Bundle → $37,022.55 revenue
Learnings
- Emotion beats function: Emotional ads outperformed product-focused by 25%.
- Video dominates: Testimonial-driven videos had the highest ROAS.
- Segmentation matters: Dividing Consumer vs Professional audiences reduced wasted spend.
- Channel synergy wins: Meta, Google, Email, and SMS together drove strong momentum.
