Podcast Summary: [Case Study]: 5 Steps to High-Converting On-Brand Beauty & Wellness Ads

Podcast Information:

• Title: Perpetual Traffic
• Episode: [Case Study]: 5 Steps to High-Converting On-Brand Beauty & Wellness Ads
• Release Date: May 20, 2025
• Hosts: Ralph Burns and Lauren Schwartz
• Description: In this episode, Ralph Burns and Lauren Schwartz delve into a comprehensive case study on creating high-converting, on-brand advertisements for beauty and wellness products. They explore strategies to enhance ad performance, maintain brand consistency, and optimize website conversions, all through real-world examples and actionable insights.

1. Introduction

The episode kicks off with Ralph Burns, founder and CEO of Tier11, enthusiastically introducing Lauren Schwartz, the creative director at Tier11. Ralph lauds Lauren's expertise, emphasizing her pivotal role in elevating the company's creative strategies.

Ralph Burns [00:00]: "You're the goat of all things creative... our companies merging was a game-changer."

2. The Importance of Creative in Ad Performance

Ralph highlights the critical role of creative elements in driving media buying and overall ad success. He underscores that while platforms like Google and Facebook are essential for traffic acquisition, the creative content is the "biggest gear" in the conversion engine.

Ralph Burns [01:58]: "The biggest gear in that machine is creative."

Lauren concurs, discussing the common struggle brands face in maintaining brand consistency while ensuring their ads convert effectively. She emphasizes that aligning the message across all channels—website, social media, and paid ads—is crucial for success.

Lauren Schwartz [03:04]: "Brands struggle with brand consistency... aligning everything to convert."

3. Case Study: Bellissima Hair Tools

The core of the episode revolves around a detailed case study of Bellissima Hair Tools, showcasing the journey from initial ad strategies to optimized, high-converting campaigns.

a. Initial Ad Strategy

When Bellissima first approached Tier11, their creative assets were minimal—primarily a single video demonstrating the before-and-after use of their diffuser product. While this ad performed decently, it lacked depth in addressing specific customer pain points.

Lauren Schwartz [06:02]: "They had this one piece of creative that showed someone using the product... not a lot to it."

b. Evolution of Creative Strategy

Recognizing the potential for improvement, Lauren and her team refined the existing creative by explicitly highlighting the product's unique benefits. They focused on pinpointing the exact problems their target audience faced, such as frizzy hair and undefined curls, and showcased how the diffuser addressed these issues.

Lauren Schwartz [07:54]: "We added copy about hair diffusers damaging hair and how this new diffuser is a two-in-one solution."

Ralph praises this straightforward yet effective approach, noting that sometimes the most obvious solutions are overlooked by others.

Ralph Burns [08:41]: "It's not that obvious... you're calling out the problems that this demographic has."

c. Targeting Specific Avatars

The team expanded their targeting by identifying and addressing specific sub-groups within the curly-haired demographic. By creating diverse ad creatives that resonate with various curl patterns, they ensured broader appeal and higher engagement.

Lauren Schwartz [17:07]: "We now showcase different types of curly hair because everyone with curly hair knows they're unique."

Ralph adds that selecting the right content creator is vital to authentically connect with the audience.

Ralph Burns [25:42]: "Choice of creator is super important... they're being paid to influence content."

d. Creator Selection and Content Development

Lauren explains the importance of collaborating with creators who genuinely represent the target audience. By featuring real users with different curl types, the ads became more relatable and trustworthy, leading to better performance.

Lauren Schwartz [19:46]: "This girl struggled with defined curls, and now her hair is fluffy and defined without frizz."

e. Website Alignment and Conversion Optimization

A significant challenge identified was the disconnect between ad messaging and the website's content. To address this, the team revamped the website to mirror the refined ad narratives, emphasizing social proof, user-generated content, and clear before-and-after displays. This alignment ensured that visitors transitioned smoothly from ad engagement to website conversion.

Lauren Schwartz [35:12]: "The website wasn't showcasing everything we talked about in the ads... we needed to align the messaging across all platforms."

Ralph Burns [37:00]: "Consistency of message... bringing in different avatars, expanding the market with great creative, and converting them with a higher converting page."

4. Key Insights

Throughout the case study, several pivotal strategies emerge:

• Refine Existing Creatives: Enhance what already works by clearly addressing specific pain points.

  Ralph Burns [12:23]: "You took their best creative and made it better by simple adjustments."

• Identify and Expand Target Avatars: Understand the nuances within your target audience to create more personalized and effective ads.

• Collaborate with Authentic Creators: Partner with content creators who authentically represent and resonate with your audience.

• Align Website with Ad Messaging: Ensure that the transition from ad to website maintains consistency in messaging and branding to optimize conversions.

• Leverage Social Proof: Incorporate user-generated content and testimonials to build trust and credibility.

5. Conclusion and Future Steps

Ralph wraps up the episode by summarizing the success achieved through consistent messaging, targeted creative strategies, and website optimization. He mentions the forthcoming final episode, which will delve deeper into the "Beauty Scale System," a comprehensive framework for beauty and wellness brands to replicate this success.

Ralph Burns [39:02]: "This just about doubled this business's sales... you can do this with any product in the beauty niche."

He encourages listeners to explore more resources at tier11beauty.com and stay tuned for the concluding episode that promises to consolidate these strategies into a replicable system.

Notable Quotes:

• Ralph Burns [00:00]: "You're the goat of all things creative... our companies merging was a game-changer."
• Lauren Schwartz [03:04]: "Brands struggle with brand consistency... aligning everything to convert."
• Ralph Burns [08:41]: "It's not that obvious... you're calling out the problems that this demographic has."
• Lauren Schwartz [17:07]: "We now showcase different types of curly hair because everyone with curly hair knows they're unique."
• Ralph Burns [12:23]: "You took their best creative and made it better by simple adjustments."
• Ralph Burns [39:02]: "This just about doubled this business's sales... you can do this with any product in the beauty niche."

Final Thoughts:

This episode of Perpetual Traffic offers invaluable insights into creating effective, on-brand advertisements within the beauty and wellness sector. By dissecting a real-world case study, Ralph and Lauren provide listeners with actionable strategies to enhance their ad performance, maintain brand consistency, and optimize their websites for higher conversions. Whether you're a seasoned marketer or just starting, the "Beauty Scale System" unveiled here serves as a robust blueprint for achieving sustained business growth.