Elsa Lenthal

The story

1. 01

   Step 01

   The challenge

   A handmade product sells through touch and scent, two things a screen can’t carry. Before the campaign the online shop converted around 1% of its visitors: we had to bring in the right people and remove their doubts all the way to checkout.

   • An emotion to convey: show the gesture, the material and the person behind the brand, in a few seconds and without sound.
   • A sales campaign, not awareness: every euro spent had to show up in revenue, not in likes.
   • A journey to smooth out: from the ad click to the order, every bit of friction cost sales.
2. 02

   Step 02

   Concepts, scripts and editing

   We built the concepts around what makes the brand unique: Elsa’s voice, her hands, Alpilles lavender. Each video makes a single case and states it in the first second: the maker’s craft, the precious object, the pleasure of receiving the parcel. We wrote the scripts, edited the videos in vertical 9:16, subtitled every version so it works without sound, and turned each concept into several versions to test.

3. 03

   Step 03

   Targeting and Meta campaign

   The Facebook and Instagram campaign is optimised for purchases, not clicks: Meta looks for people who buy, not people who watch. We targeted women aged 35 to 64 interested in health and wellbeing, the brand’s core customers, then let the algorithm broaden from the first buyers.

   • Continuous testing: several creatives run side by side; the least profitable one is cut regularly and the budget moves to the one that sells.
   • Daily monitoring: spend, clicks, add-to-carts and purchases tracked every day, with a shared monthly report.
4. 04

   Step 04

   A frictionless checkout journey

   Traffic is worthless if the site lets it walk away. We mapped the journey end to end and removed the obstacles one by one:

   • Visitor capture: an A/B-tested popup (a guide to Elsa’s favourite places in the Alpilles against a welcome discount) to collect the email of visitors who don’t buy right away.
   • Shipping and reassurance: recommendations on the free-shipping threshold and delivery messages, so nothing discourages the purchase at the last step.
5. 05

   Step 05

   A Brevo CRM that works on its own

   The customer base existed but lay dormant. We set Brevo up to follow up at the right time with no manual work: welcome email, abandoned-cart reminders, review requests after purchase, newsletters and sequences to win back past customers.

6. 06

   Step 06

   Measuring every sale

   Every order coming from the campaign is identified through tracking links and the Meta pixel, then matched against the shop’s real orders. We know exactly what the ads bring in, beyond the figures Meta reports, and tune the campaign on those real sales.

7. 07

   Step 07

   Results

   The campaign brought in more than its ad budget: a 56% return on ad spend, and more than ten extra sales every month. Compared with the brand’s usual online business, the orders it generated amount to 52% more online orders and 46% more online revenue over a month.

   * Orders and revenue tracked through the campaign links over one month of the campaign, compared with the online shop’s monthly average over the previous 12 months.