Objectives
7E Wellness is a U.S.-based beauty and wellness brand specializing in microcurrent skincare devices, gels, and serums. The brand caters to both professional estheticians and at-home skincare consumers, offering advanced, non-invasive facial lifting and toning solutions. With a mission to make professional-grade skincare accessible, 7E Wellness combines science, innovation, and holistic beauty care.
Company Overview
The Thanksgiving 2024 campaign was designed to:
- Increase seasonal sales during the peak holiday shopping period.
- Position microcurrent devices and skincare gels as perfect self-care and gifting options.
- Drive customer engagement through gratitude-driven messaging.
- Strengthen brand visibility and awareness across multiple channels.
- Retain loyal customers while acquiring new buyers through targeted promotions.
Client Brief
The client’s requirement was to launch a high-impact Thanksgiving campaign that maximized Black Friday–Cyber Monday (BFCM) and holiday demand. The brief included:
- Highlighting exclusive bundles and discounts to boost conversions.
- Building brand recall through educational and festive storytelling content.
- Running multi-channel advertising across Meta, Google, Bing, and Pinterest.
- Driving both B2C and B2B conversions, ensuring professionals and consumers saw value.
- Delivering a measurable ROAS uplift compared to previous campaigns.
Initial Challenges
- Intense competition during the holiday season from established skincare brands.
- Lower general awareness of microcurrent technology compared to traditional beauty products.
- The need to balance messaging for both professional estheticians (B2B) and consumers (B2C).
- Short execution timeline to launch before Thanksgiving and BFCM.
- Rising digital ad costs during peak season.
- Maintaining brand identity while offering heavy discounts.
- Optimizing product education and simplifying the customer journey for first-time buyers.
Strategy
- Created Thanksgiving and BFCM bundles with special discounts.
- Produced engaging video ads highlighting benefits and real results.
- Launched email campaigns with gratitude messaging and exclusive offers.
- Optimized Google Ads with seasonal keywords to capture high-intent searches.
- Ran Meta ads with static + carousel creatives to engage new audiences.
- Partnered with influencers to drive trust and credibility.
- Used retargeting ads to convert abandoned carts and warm audiences.
- Streamlined website UX to ensure fast checkout and higher conversion rates.
Results
Meta Ads (Oct–Jan)
- $32.5K spent → $194.9K in revenue (ROAS 6.0 avg).
- Best-performing ad delivered ROAS 78.21 with minimal spend.
- Festive video ads outperformed static creatives in conversions.
Google Ads
- $123K spent → $306K in sales.
- 1,170 conversions with 2.5 value/cost ratio.
- Significant traffic spikes during BFCM & Thanksgiving week.
Shopify Sales Dashboard
- Gross Sales: $937K | Net Sales: $744K.
- Orders: 3,464 | Returning Customer Rate: 42.52%.
- Average Order Value (AOV): $225.83.
- Top-performing product: Myolift Mini Bundle ($115K+ in sales).
Multi-Channel Results
- Total spend: $166.8K → $548.6K revenue (ROAS 3.3 overall).
- Meta Ads: ROAS 5.6 ($196K revenue).
- Google Ads: ROAS 2.5 ($306K revenue).
- Pinterest Ads: ROAS 14.7 (highest efficiency, $33.6K revenue on $2.2K spend).
- Multi-channel execution ensured wider reach and diversified sales streams.
Learnings
- Gratitude-driven holiday storytelling strongly resonates with audiences.
- Bundled product offers delivered higher AOV and conversions compared to single-item discounts.
- Pinterest, despite low spend, proved highly efficient for niche targeting.
- Customer education on microcurrent benefits played a key role in conversions.
- A 42% returning customer rate confirmed strong brand trust and loyalty.
