Pink Zebra is a home fragrance company who produces a range of home fragrance products and accessories. Their products are eco-friendly and are safe for use around kids and pets. 

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What they struggled with was reaching new customers and communicating the benefits of their products to attract these new customers who were not familiar with the brand. 

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We developed a paid ad campaign that spoke to the company's three main USP's: Eco-friendly, Mom Approved, and Breathe Easy. We featured fragrance products in the ads that were easily recognizable to someone who was not familiar with the brand. 

 

As Marketing Manager, I led the creative direction, storytelling, team collaboration and visual execution for both static and video ads.

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Behind the Concept

​The first step was to set up a digital paid ads campaign in order to reach a wider base of new customers. Then, over a period of about four months, we A/B tested the type of products we featured, the copy used in the ads, and even the photography and video format used, to get the results we were looking for. We ran both static ads and video ads to see which were more effective.

 

We found that out of all of the fragrance products we tested, the ads featuring the company's mini diffuser and diffuser oil generated the highest number of clicks and conversions. We believe this is because the product is universally understood, as opposed to some of their other more signature products and at a good price point for new customers trying out a product for the first time. Video did better over static most of the time, as well, as it showed more about how to use the product and its features. Lastly, the short copy that spoke to the company's three USP's effectively communicated the brand values and benefits to new customers.

 

We continued running these ads over the next six months, generating an average ROAS of 4+, and bringing in an increasing number of new customers to the company.