Alessandro Cavaliere

Eternal Wigs INCREASE IN WEBSITE TRAFFIC = 250% REACH = 1.8M people AVERAGE UNIQUE LINK CTR = 3.1% ROAS = 20X Eternal Wigs is an Ecommerce brand registered in the UK whose mission is to help women suffering from hair loss gain back confidence by wearing a premium wig. This is their website https://eternalwigs.com/ They have amazing products! Most of their wigs are entirely made with real human hair and can be custom colored according to one’s likings. Their wigs are easy to wear, comfortable and look extremely natural when worn. 1 Our motto is “IT DOESN’T EVEN LOOK LIKE A WIG” The company had a clear idea about who their target market was and had the right products to serve it well. So, it was time for them to push on the pedal and maximize their marketing efforts while avoiding any costly mistake. So, they started the process of seeking a marketing agency that met their needs but struggled to find what they were looking for. They had some target goals but still didn’t know exactly what was needed to accomplish them and every agency they talked to tried to present its services as the only way to get there. The problem is that those agencies offered different services, and this left the Eternal Wigs team very confused. Furthermore, all agencies sounded the same, from the way they pitched to the promises they made which made the conversations they had with them really unpersonal. So, they found me reached out to ask if I could help them to create a cohesive marketing strategy that could fit to the brand image they wanted to communicate and considerably increase their sales. I took over and started by carefully analyzing all their marketing resources, including content, budget, social media presence, etc. In the end, we figured the best path to follow was: ➢ To review the messaging to ensure it resonated with our target market and that both the logical and emotional triggers we leveraged suit the brand image we wanted to world to see ➢ To troubleshoot a few problems on the website that were slowing its loading speed and preventing potential customers to see the products. ➢ To apply some changes to the website to increase its conversions rate ➢ To launch several Facebook ad campaigns and intercept our target audience as they were getting entertained on Facebook and Instagram. We chose Facebook ads because of how mature the algorithm is and how specific we could get in targeting our audience. Our second option was TikTok, but we decided to use it just in the case where Facebook didn’t keep up to the results we expected. However, as you’ll see soon, this was not the case. 2 Our target ROAS for the first couple of months was 3.8, but the time spent on preparing the campaign paid off right from the start. The results significantly outperformed our targets, and we ended up generating a 20X ROAS that sustained for approximately 2 weeks and gradually decreased to a stable 7/8X during the following months as we scaled the budget and increased volumes. These were the orders received on the second day since the ads were launched. We used a lot of UGC content for whose creation I’ve provided clear guidance and assistance. I’m perfectly aware that companies struggle to get precise indications from marketing agencies and consultant when it comes to making content. Marketers are usually very good at building plans and coming up with creative ideas, but when it comes to execution, they’re often too generalist and find it hard to identify the correct steps to carry out their own plan. Because our content was thorough and extremely relatable, we were able to achieve an impressive Average Unique Link Click Through Rate (Unique-Link CTR) of 3.1%. Actually, some ads in our Retargeting campaigns were able to hold an 8% Unique-Link CTR even as spending increased. Our CPMs also benefited from the native content we had used. We averaged a CPM of £7 that is nearly half of the average CPM in the UK. Click here to see some of the content we used. The Key Performance Indicators (KPIs) mentioned above were carefully tracked using Google Analytics 4 in a clear dashboard accessible to the client anytime. That way we avoided the pain of scheduling long and tedious reporting calls. 3 These are a few words from Fuming, co-founder of Eternal Wigs, describing our journey together: “I’m glad I was able to connect with Alessandro, it’s been an amazing experience. Alessandro is a very determined individual and is very dedicated. He made sure everything was perfect on the website and went the extra mile to make corrections when necessary. Once we started running the ads, I was a massive improvement in sales and conversions that was unbelievable, and this was all down to the good work Alessandro did. I will recommend his services to anyone wanting to see an increase in their sales. He’s also very knowledgeable with most sectors which makes him perfect for the job. Don’t think twice, just hire Alessandro to get the results you need, he knows how to get them, and he’ll craft a solution tailor-made to your requirements.” Schedule a call with Alessandro!!