Background
Justhuman is a wellness and personal care brand offering a wide range of products focused on skin and body care. With a strong emphasis on using advanced technology and clean, non-toxic ingredients, the brand promotes both effectiveness and safety in its formulations. Its product line includes sunscreens, body serums, shampoos, and hand sanitizers, all crafted to support healthier lifestyles. Known for its innovative approach, Justhuman targets consumers who prioritise health-conscious beauty and wellness solutions.
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Challenge Faced
Although Justhuman invested heavily in performance ads, conversions on their website remained low, resulting in high customer acquisition costs and an unsatisfactory Return on Ad Spend (ROAS). While there was substantial interest from website visitors, it did not translate into purchases, leading to wasted ad spends. The primary challenge was to refine the audience targeting, eliminating non-serious buyers and focusing on consumers with a proven interest in complementary non-toxic and cruelty-free product features.
Audience Strategy Undertaken
To tackle this, Xpert employed its advanced audience-targeting solutions to help Justhuman identify and reach high-intent buyers. Using data-driven insights, Xpert curated audiences based on past purchasing behaviours, including those who were both appearance-conscious and actively sought clean, ethical skincare solutions. This helped align ad campaigns with individuals who were most likely to appreciate Justhuman's USP.
Results Achieved
With Xpert's data-driven targeting, Justhuman saw a marked boost in marketing efficiency. Customer acquisition costs dropped by 47.4%, while ROAS surged by 98.3%. By focusing ad spends on high-intent buyers, Justhuman improved their conversion rates as they connected better with relevant audiences. This approach ensured that the brand’s marketing efforts were more precisely aligned with engaged consumers, resulting in measurable success.
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Inferences & Insights
This case underscores the importance of precise audience targeting to enhance marketing performance. By identifying and reaching consumers with a natural interest in non-toxic, cruelty-free skincare products, Xpert helped Justhuman eliminate inefficiencies in their ad campaigns.