Breaking revenue records for Green People with creative experimentation

Dynamic strategy sets the foundation for sustained growth and innovation for cosmetics retailer.

Activity period: 2024

Challenge

Green People, a premium brand specialising in natural and organic skincare products, had been caught in a cycle of minimal growth for several years. The brand approached Launch looking for ways to innovate and expand its market presence. Our challenge was to burst the BAU bubble, introduce fresh and bold marketing tactics, and attract new audiences, particularly through paid social media campaigns.

Alongside this paid media review, the company relaunched its website using new e-commerce software and encountered a surprise data glitch which resulted in GA4 tracking being virtually wiped out overnight. So, they bought Launch’s data team into the mix to advise on getting that all important customer data back on track.

127%

increase in direct and organic traffic.

113%

increase in click through rate.

Our approach

Creativity, experimentation and data were the holy trinity of our paid media strategy. As long-term, trusted advisors for Green People, we advocated for a fresh approach to the account, embracing flexibility, innovation and investment in creative. Working closely with their creative agency, Dog, Cat & Mouse, we tested entirely new creative concepts, moving beyond the previous approach of tweaking bottle colour etc. We put budget behind rapid testing, harnessing insights and adapting our approach to continuously refine our strategy.

Meanwhile our data team helped Green People to identify Converge – a groundbreaking, non cookie-reliant technology – as a solution to their data issues. With this tool we were able to not only reinstate tracking for Green People, but get more accurate data than ever before. Liaising closely with Converge, we extracted the data we needed to identify the campaigns driving new customers and tweak targeting and budgets to match.

Results

The old cliché that teamwork makes the dream work has never rung truer than with this campaign. Thanks to close collaboration between the marketing team at Green People, Dog, Cat & Mouse, and Launch we could execute a dynamic and responsive advertising strategy with flair. Here’s how it played out in numbers:

Click-through rates (CTR) saw a significant increase, overcoming previous challenges. – May, June & July YoY +113%
Cost-per-click (CPC) decreased, reflecting more efficient use of the advertising budget. – May, June & July YoY –48% (CPLPV –73%)
Overall, every key performance indicator moved in a positive direction year-on-year.
Green People reported their best-ever revenue month in May 2024, only to be beaten again in June 2024
A standout achievement was the significant growth in brand awareness and user engagement – July 24 YoY – Direct + organic traffic is up 127%

We’re proud to have supported a long-term, valued client to set the foundation for sustained growth and innovation in their marketing efforts.

Testimonials

“

The way Launch go about how they do business is really important to us. We’ve worked with the same team for a long time. We’ve really got to know them and the relationship’s been close and very fruitful over all those years. We’ve tried to AB test anything we’ve thought could improve things and working with Launch on that testing has really opened our eyes and helped our creative future as a as a company.

MATTHEW BURGESS – E-COMMERCE & MARKETPLACE MANAGER, GREEN PEOPLE

”