FACEGYM - Mothers Day Campaign 5.60 ROAS
The Brief
Founded by former beauty and wellness columnist Inge Theron, FACEGYM is a pioneering brand that combines muscle movement with skincare to deliver transformative results. The concept is built on the principle that regular facial muscle movement can positively impact how we look and feel. After experimenting with countless complex beauty routines, Inge developed a straightforward, noninvasive facial workout that offers both aesthetic and therapeutic benefits. Following extensive research in facial massage and muscle stimulation, she partnered with global experts to create a signature workout designed to lift, sculpt, and tone facial muscles for immediate, visible improvements.
FACEGYM approached PinPoint Media to provide comprehensive marketing support, including enhancing website UX through fractional developer support and managing in-house performance-related challenges. The objective was to boost performance of the brand primarily through Workout Bookings and Subscription Growth in both the UK and US markets, but to also maintain a good level of eCommerce sales for their professional beauty tools and advanced skincare ranges too.
The Challenge
As a long-standing client of PinPoint Media, FACEGYM presented unique challenges due to its dynamic brand nature. Unlike many brands focusing purely on sales or leads, FACEGYM’s business model incorporated both of these aspects for multiple markets and so there were many variables in play when creating a comprehensive service package, but one that PinPoint Media were keen to get involved with. Additionally, the accounts had to adapt to the frequent introduction of new products, seasonal changes, and various promotional offers.
The Outcome
To maximise the impact of the Paid Advertising, PinPoint Media worked closely with FACEGYM in developing landing pages where required and also creating specific tracking tags that would capture data based on FACEGYM’s specific goals. These various pages and tags were used on both Google and META, where PinPoint Media used a best-practice and data-driven approach whilst optimising on key insights such as audiences, demographics, devices, time and location to ensure that these ads were serving the right people, in the right place at the right time.
By dynamically adjusting ad spend and continuously monitoring performance, PinPoint Media was able to optimise towards the primary and secondary goals of FACEGYM. Google specifically has seen a 14.3% increase in Click Through Rate (CTR), a 26% increase in Conversion Rate, and a 107% increase in ROAS. This positive impact has been seen across both the Workout Bookings and eCommerce sections of FACEGYM. META on the other hand has seen an 85% increase in CTR as well as a 160% increase in Conversion Rate, leading to very consistent results over occasional Sales.
The most recent Mother’s Day/Spring Sale campaign has also proved to be highly successful. Whilst META was able to achieve a 1.59 ROAS for eCommerce, it was Google who really took the limelight and achieved an overall ROAS of 5.66 through Google Shopping and also does show how PinPoint Media can really drive Sales to get strong results.
