Testing beauty propositions across 12.7 million impressions
Compared Nails, Make-Up, Hair and Epilation creative routes without mixing engagement, click, registration and conversation events.
Problem
One visual language across different beauty services blurred audience motivation and made it difficult to see which proposition deserved more budget.
Solution
- Created distinct category-level creative concepts
- Compared performance only within matching objectives
- Connected creative decisions to later booking and repeat-purchase signals
Results
- 12,746,717 impressions
- $14,668.65 spend in the selected view
- Separate event types kept distinct