Objectives
The objective of the Back to School 2024 campaign was to position 7E Wellness as the go-to brand for effective, non-invasive skincare solutions, especially for busy students, teachers, and parents. The focus was on showcasing how our microcurrent devices and skincare essentials could help individuals maintain healthy, glowing skin despite hectic schedules. Through targeted promotions and educational content, the campaign aimed to boost product awareness, drive conversions, and build long-term customer loyalty during the back-to-school season.
Company Overview
7E Wellness is a leading innovator in beauty and skincare, specializing in advanced microcurrent therapy devices and skincare solutions. With a focus on combining science and wellness, our products are designed to rejuvenate skin naturally, improve tone, and deliver long-lasting results. We prioritize professional-grade quality, making our solutions effective for both at-home users and professionals. By addressing multiple skincare needs like lifting, firming, and anti-aging, 7E Wellness empowers individuals to embrace confidence and self-care. Our brand stands for innovation, authenticity, and results-driven beauty.
Client Brief
The client wanted a seasonal marketing push for Back to School 2024 that highlights 7E Wellness products as a skincare solution for busy lifestyles. The goal was to attract students, parents, and professionals seeking easy, time-saving skincare routines. The campaign was expected to build strong brand awareness through digital platforms, while increasing sales of hero products such as microcurrent devices and conductive gels. The client emphasized educational content and authentic messaging to connect with the target audience on both functional and emotional levels.
Initial Challenges
- Highly competitive beauty and skincare market during seasonal campaigns.
- Limited awareness of microcurrent technology among new audiences.
- Need to simplify technical product benefits into easy-to-digest messaging.
- Balancing premium positioning with attractive seasonal offers.
- Reaching diverse audiences (students, parents, teachers) with relevant content.
- Creating urgency around skincare purchases during a non-traditional beauty season.
- Maintaining brand consistency while adapting to seasonal messaging.
Strategy
- Developed campaign messaging around “quick and effective skincare for busy schedules.”
- Focused on product education through simple visuals, videos, and tutorials.
- Leveraged email marketing and social media ads to target students, parents, and professionals.
- Highlighted seasonal bundles and discounts to create urgency.
- Partnered with influencers to build authenticity and reach.
- Optimized landing pages for smooth shopping experience and conversions.
- Used retargeting ads to re-engage potential customers who showed interest.
- Measured success through engagement, conversions, and customer feedback.
Results
Meta
- Total 35 purchases from just $2,298 ad spend.
- Achieved ROAS of 4.91, with some ads reaching as high as 20.08 ROAS.
- Strong performance from static creatives and carousel formats.
- Efficient cost per result at $65.67, showing optimized ad delivery.
- Best-selling creatives directly connected product benefits with back-to-school theme.
Google Ads
- Generated 67 conversions with $7,172 ad spend.
- Total purchase value of $18.7K, delivering a healthy 2.6 ROAS.
- Conversions rose steadily mid-campaign, peaking around Aug 21–22.
- Lower CPC ($0.60) ensured broad visibility with cost efficiency.
- Campaign scaling aligned with higher purchase spikes.
Shopify Sales Dashboard
- Total sales reached $47,332.91 during Aug 13–22, 2024.
- Successfully fulfilled 186 orders out of 193 placed.
- Strong average order value of $287.47, indicating high-ticket purchases.
- Online store contributed $30.3K, making it the leading sales channel.
- Key revenue drivers: MyoLift 600 Plus ATP Kit ($8.7K) and Professional Microcurrent Machine ($6.5K).
- Returning customer rate of 54.01%, showing consistent brand loyalty.
- Net sales recorded at $45,579.89 after discounts and returns.
Google Summary
- Total campaign spend: $9,471, revenue: $29,943.
- Strong overall ROAS of 3.2, showing profitable growth.
- Total 102 purchases across channels with 15,745 clicks.
- CTR remained healthy at 2.49%, indicating engaging creatives.
- Meta outperformed Google in ROAS (4.9 vs 2.6), highlighting strong ad relevance.
Learnings
- Educational content performs better when simplified and visually engaging.
- Time-saving and convenience-focused messaging resonates strongly with busy audiences.
- Bundled offers help in boosting sales during seasonal campaigns.
- Influencer collaborations significantly increase trust and reach.
- Retargeting is essential to convert interest into actual purchases.
