Building an eCommerce Powerhouse During a Pandemic
O Cosmedics are an established retailer and distributor in the Australian market of skincare.
O Cosmedics’ previous digital marketing strategy involved encouraging customers to visit their beauty salons for an in-clinic treatment. However, as a result of COVID-19, all salons were suddenly closed down for months.
O Cosmedics wanted to stay true to their brand promise of supporting local, independent beauty clinics, delivering sales to customers that wanted to purchase, but couldn’t reach a clinic.
Murmur was tasked to ensure O Cosmedics not only survived the industry’s biggest ever crisis, but also increased the company’s results, as they shifted to an online sales strategy.
We created a targeted plan to aggressively convert audiences through initial exposure to the brand while also retargeting lapsed buyers using Facebook and Google Ads.
On Social, we designed campaigns with sequential messaging across targeted audiences using different creative iterations to achieve and surpass our awareness objective and smash all our retargeting objectives.
On Google, we moved our budget into capturing long tail search terms that our users were searching, and built out brand defence strategies to ward off major resellers who began switching their stock online.