Objectives
The Christmas 2024 campaign was designed to leverage the festive gifting sentiment and position MyoLift™ premium bundles as the ultimate holiday self-care gift. The primary objective was to maximize Q4 revenue through high-value bundle sales and gift cards, capture last-minute shoppers with instant digital delivery solutions, and maintain a profitable ROAS despite higher December CPCs. Additionally, the campaign aimed to drive new customer acquisition during the holiday season and increase average order value (AOV) with limited-edition bundles.
Company Overview
7E Wellness is the leader in at-home beauty devices helping every client look and feel more beautiful. Using its flagship microcurrent technology, MyoLift™ award-winning products are clinically proven to tone, firm, and reduce the look of wrinkles. With both instant visible results and long-term cumulative benefits, 7E Wellness has become a trusted name for skincare professionals and at-home users alike. The brand’s focus on science-driven, non-invasive skincare solutions positions it uniquely in the beauty-tech industry, offering consumers professional-level treatments from the comfort of their homes.
Client Brief
The client brief emphasized the need to leverage Christmas shopping momentum and present MyoLift™ bundles as the perfect luxury self-care gift. The campaign needed to target both planned buyers looking for premium holiday gifts and last-minute shoppers seeking instant purchase options like digital gift cards. Additionally, the brief required running a multi-channel campaign across Meta, Pinterest, and Google, with creative assets that highlighted gifting, urgency, and guaranteed delivery timelines. The expectation was to maximize sales in the last two weeks of December while ensuring efficiency in ad spend.
Initial Challenges
The campaign faced unique challenges, with audience behavior shifting heavily toward last-minute Christmas shopping. Customers increasingly demanded fast or guaranteed shipping, forcing the brand to pivot quickly toward digital-first solutions. Competing beauty brands were aggressively promoting discount-heavy offers, making it difficult to maintain premium positioning without being overshadowed. Rising ad costs in December also added pressure on maintaining a profitable ROAS. Additionally, the brand had to balance two shopper profiles—gifting buyers with premium budgets and practical buyers seeking quick last-minute solutions.
Strategy
- Focused Messaging on Gifting & Urgency – Campaigns emphasized “The Perfect Gift for Skin,” using countdown timers and messaging about delivery cut-off dates.
- Gift Cards Push – Introduced digital gift cards and promoted them as a “last-minute lifesaver” with guaranteed instant delivery, especially during the final 48 hours.
- Premium Bundles Promotion – Offered limited-time MyoLift™ bundles packaged as holiday gift sets to encourage higher AOV.
- Pinterest Ads – Targeted users searching for holiday gift inspiration, with promoted pins highlighting skincare as a thoughtful and unique gift.
- Meta & Google Campaigns – Advantage+ Shopping and Performance Max campaigns were optimized for conversion, supported with festive creative assets (carousels, videos, influencer-led UGC).
- Remarketing – Retargeted Black Friday/Cyber Monday non-buyers with exclusive holiday discounts.
- Shipping Cut-Off Creatives – Ads highlighted “Order by Dec XX for Guaranteed Christmas Delivery,” creating urgency.
- Email Automation – Holiday countdown email sequences reinforced urgency, promoted bundles, and drove gift card sales in the final stretch.
- Influencer Integration – Partnered with beauty influencers to showcase MyoLift™ as a premium holiday gift in unboxing and testimonial content.
Results
Meta Ads (Dec 14 – Dec 26, 2024)
- Spend: $2,636.75
- Purchases: 41
- Purchase Conversion Value: $5,429.43
- ROAS: 2.06 (average)
- CTR: 0.31% | CPC: $3.12 | CPM: $9.61
- Cost per Result: $64.31
- Best Ad: Consumer Christmas Video – Lift Your Holiday Spirit with ROAS 4.98
- Insight: Video ads outperformed static creatives; urgency-driven “countdown” messaging increased conversions.
Google Ads Performance
- Spend: $11.7K
- Purchases/Sales: $33.8K
- Conversions: 123.16
- Conversion Value/Cost: 2.90 (above 2.0 benchmark)
- Insight: Google effectively captured high-intent Christmas shoppers, scaling late-season demand efficiently.
Shopify & Overall Metrics
- Gross Sales: $93,252.91
- Net Sales (after discounts & returns): $70,112.28
- Orders Fulfilled: 340
- Average Order Value (AOV): $219.58
- Top Products Sold:
- MyoLift Triwave Device – $13,322.70
- MyoLift Mini Bundle of Joy – $11,535.48
- MyoLift QT Plus – $6,104.08
- Insight: Premium bundles lifted AOV significantly; returning customer rate of 44.82% shows strong brand loyalty.
Performance Summary
- Clicks: 846
- Impressions: 274,373
- Spend: $2,636.75
- Purchases: 41
- Purchase Value: $5,429.43
- ROAS: 2.06
- CPC: $3.12 | CPM: $9.61 | CTR: 0.31%
- Insight: While CTR was modest, efficiency was maintained through retargeting and strong conversion rate.
Learnings
- Gift cards emerged as the top seller in the final 48 hours, proving the need for instant, digital-friendly options during last-minute shopping.
- Bundled holiday sets effectively raised AOV and positioned MyoLift™ as a premium gift option.
- Pinterest proved highly valuable for upper-funnel inspiration, helping capture new audiences earlier in their shopping journey.
- Countdown-based urgency ads worked exceptionally well for driving conversions during the final week.
- Splitting campaigns between premium gift buyers and last-minute practical buyers improved targeting and efficiency.
