WHO IS PEARLWAX?
Pearlwax is a Danish e-commerce company selling a home waxing kit (that means hair removal) in Europe. It’s present in 15 countries and has sold to more than 250,000 persons.
We reduced Pearlwax' CPA (Cost Per Acquisition) by 20% across 5 European countries.
Pearlwax had a good product, excellent customer service and a strong digital funnel. But they didn't have much quality content to share, resulting in a high avg. CPA of 200 kr.
As part of a refinement of the communications strategy, we identified a business potential in moving (just a little bit) more towards a feeling of power-and-raw-energy and thereby appealing to a bigger audience. Based on this, we created a new identity (incl. new images, design and tone of voice) and two main videos tailored for social media: The first video focuses on the product and the second video plays around with the fact that women have a higher pain threshold than men.
“ABEL created a series of exciting social media content that lowered our CPA by 20% across five markets. They broadened our scope, by developing a new visual identity and producing a series of videos, images and illustrations which engage a larger audience” Christian Leth, CEO
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Pearlwax focuses on long term brand building. For this, Facebook's Collection Ads is a great format for mixing brand building and sales-focused content.
Based on the two engaging main stories, we delivered 37 videos with different elements worth testing: Choice of Music, timing of logo, messaging and much more varied. We furthermore, identified textual elements to test. Such as removing the word "cheap" ("billigt" ind Danish) to prepare for a long term move away from discount. Experimenting and adapting is everything, when you want to grow faster.
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