KP Elements is an all-natural skin lotion designed to treat a common condition called keratosis pilaris (KP). The condition causes red bumps on the arms and thighs and affects over 50% of all adults and 80% of adolescents. Through its formulation of alpha-hydroxy acids, essential oils, and vitamins C and E, KP Elements drastically reduces the irritation, roughness, and redness caused by KP. Despite the pervasiveness of the condition, KP Elements is the only all-natural skin cream on the market specifically designed to treat keratosis pilaris.

Challenge

Originally envisioned as a side project, Bill D’Alessandro found himself short on time once sales took off and running KP Elements became a full time job. He knew that Facebook Advertising was invaluable for reaching highly targeted demographics such as women from the coasts who are likely to wear swimsuits or soon-to-be-brides wanting to look their best on their wedding day. But he also realized that managing an effective Facebook Ads campaign was incredibly time consuming. Constantly monitoring and updating his Facebook campaign took time away from important duties like customer support and organizing retail distribution.

“I was spending at least 10 hours a week on Facebook, and it was a nightmare. I ended up paying a ton of money on clicks that weren’t converting. I decided to abandon it because I figured I couldn’t crack the code. Trada’s solution solved the problem almost overnight.”

Solution

After seeing the capability of Trada’s crowdsourced Facebook solution, Bill immediately realized that it could take over the time-consuming work of creating and optimizing his Facebook campaign, without the costly fees an agency would charge. The Trada team helped him set-up his campaign in the Trada marketplace with appropriate campaign goals and bid price targets. Trada’s crowd of Optimizers (digital marketing experts) and Creatives (graphic designers) wrote ad copy, designed images, and developed sophisticated profile targeting strategies for the campaign. The diversity of thinking generated by Trada’s Facebook experts provided a wide variety of content that kept the ads fresh and effective to combat ad fatigue. And since Bill could review and approve all ads before they ran in his campaign, he maintained complete control over the campaign.

Results

Once Bill’s campaign launched in the Trada marketplace, Optimizers and Creatives immediately collaborated to generate hundreds of unique Facebook Ad combinations without Bill lifting a finger. Optimizers constantly responded to the campaign’s performance data to find optimal pairings of images and ads for different profile targets. After just a few weeks of running Facebook Ads through Trada, KP Elements’ cost-per-click (CPC) improved by 45%. Ad spend became dramatically more efficient as click-through-rate (CTR) rose by over 140%.
Bill estimates that Trada allows him to accomplish in 30 minutes of campaign review what used to take him 20 hours to complete. The time savings alone has been hugely beneficial, plus now he has a remarkably successful Facebook Ads campaign!

Campaign Stats:

Unique Ads: 390
Click-Through-Rate: 142% increase
Cost-Per-Click: $0.31 (45% improvement)