Neal’s Yard Remedies is a retail business, operating in the competitive UK skincare and cosmetics industry. With a well-established brand and a loyal customer base, the company sought to expand market share by increasing new customer acquisition while maintaining strong engagement with existing customers.
However, they faced rising digital advertising costs and an evolving economic climate, making it essential to find an efficient way to scale acquisition without compromising profitability.
The Challenge
Neal’s Yard Remedies needed to grow its customer base while maintaining engagement with loyal customers, all while navigating rising costs and evolving platform best practices.
- Intense competition in the UK skincare market required a strategic and data-driven approach.
- Rising ad costs and economic headwinds made cost-efficient scaling more difficult.
- Keeping up with Meta algorithm updates was crucial to staying competitive.
Our Approach
We focused on streamlining campaigns, optimising budgets, and refining creative strategies to drive growth while maintaining efficiency.
Campaign Consolidation with ASC+
Instead of using fragmented campaigns, we implemented ASC+ to consolidate, while segmenting audiences based on specific messaging and offers. This move streamlined campaign management and improved efficiency, enabling us to deliver relevant messages to the right audiences at the right time.
Optimised Budget Allocation
Prioritising new customer acquisition while keeping existing customers engaged, we used real-time data to dynamically adjust spending, maximising ROI and ensuring cost-efficient scaling.
Creative Testing for Maximum Engagement
We continuously tested visuals and messaging to identify the most effective creative formats. User-generated content and short-form video emerged as key drivers of engagement and conversions.
Customer Journey Enhancements
Beyond ads, we improved the end-to-end customer journey, optimising landing pages and checkout processes to ensure a seamless experience that maximised conversions.
The Results
- 44% increase in revenue QoQ, proving the success of a consolidated and optimised approach.
- 18% YoY growth in AOV, driven by successful upselling and cross-selling efforts.
- Efficient Scaling - Growth was achieved without sacrificing profitability, demonstrating a sustainable expansion strategy.
Conclusion
By refining campaign structure, using data-led budget decisions, and testing creative consistently, Neal’s Yard Remedies drove strong results across key performance metrics. The strategy proved that growth is possible even under challenging economic and competitive pressures.
