Herb Tantra is the new age brand that is working to revive herbal traditions that used to be part of our households. They have taken ancient wisdom of Ayurveda and backed it up by modern science to create effective natural health and personal care products that can fit easily into our fast paced lifestyle. In the modern age, we are getting heavily reliant on allopathic drugs, which in a long term can have adverse effect on our health. Herb tantra is trying to provide natural alternatives and remedies to a better health. Herb Tantra was heavily dependent on lookalike audience targeting to scale their business. Upon trying out Facebook’s lookalike audience the brand soon realized that it wasn’t viable for them to continue that path. The lookalike audience was not only limited to their small customer base but also based on a signal of interest. With nowhere being close enough of their desired results Herb Tantra reached out to Xpert to improve their lookalike targeting.
Audience Strategy Undertaken
Herb Tantra had uploaded their existing customer base on Facebook to build out a lookalike audience of their customer i.e. request Facebook to identify new users from their platform, that share similar behaviors and interests as their current customers. The data-points leveraged to build this audience, was limited by the size of their existing customer base. In order to create a larger lookalike customer base, Xpert understood the problem solving aspects of the product and found serious buyers who have made similar and complementary purchases such as feminine sanitary supplies, ayurvedic products, natural pain killers etc. To ascertain customer intent, people interested in products which are improving health and well being, plant based, promoting sleep, reducing wrinkles; helping with relaxation, stress management were considered. Customer type was identified to be elderly people, parents and working professionals of tier -1, 2, 3 cities.
A larger base of lookalike customers with purchase history was a pivotal move for the brand. In a few weeks, their ads remarkably outperformed their previous ad campaigns. The brand saw a 50% increase in CTR and 37% increase in ROAS. The ads were more viable considering a 36% decrease in Cost/Conversion and 14% decrease in CPC.
Inferences & Insights
Every brands customer 'lookalikes' is limited by the size of their customer base. Leveraging our lookalikes generated from past purchasers across complementary brands provide 10-100X greater data points for platforms to target & influence the right buyers.
With Xpert’s help, Herb Tantra saw tremendous success with their cramp aid and pain relief products. Now they have asked Xpert newer audience for their other products to replicate this success.