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CASE STUDY
Client: Solawave  |  Agency: ATTN

Solawave is a skincare technology company based in Los Angeles known for their industry-leading advanced skincare tools that combines red light therapy, microcurrents, warming, and vibration to help with blemishes, fine lines, wrinkes, collagen production and more.
Deliverables:  Animated + Static Banners, Email Design
Objective: Increase brand engagement and drive sales through targeted email and paid social campaigns.

Market & Competitor Analysis
We analyzed customer reviews to identify key trends and preferences which highlighted a 15% annual growth in demand for red light therapy products and used surveys to gather feedback on key product features, with more than 60% of respondents prioritizing ease of use and 45% valued quick results.  Monitoring paid social ads and email campaigns from competitors like NuFace and LightStim, we saw that ads featuring customer testimonials and specific benefit call-outs had a 20% higher engagement rate than static images without.

Design Process
With the goal to boost brand visibility and sales, we conducted A/B testing on everything from the model chosen to the angle of the shot to the copy used, coming up with clear concepts to retool into different iterations. We noticed that most ads targeted to women aged 35+ had a 40% higher conversion rate, with a high response to ads showing testimonials and statistics.  Through A/B testing, we found that ads featuring the device alone performed better with a testimonial hook; the ads featuring models saw more success using more clever and relatable copy.  Simple, cleaner, and more straightforward static ads seemed to provide more insight than the overly complicated ones.

Tracking segmented audience based on engagement levels and purchase, we noticed common trends across email campaigns, concluding that emails featuring customer testimonials and industry professional co-signs showed a 10-15% higher CTR compared to those without. However, emails with model images performed 30% better than those with images of the the device alone.  Similarly, emails with explicit call-outs and information of the device’s benefits saw a 15% increase in CTR than the emails that were mostly image-based.  

Results
Overall, my ads and email designs increased channel revenue by 30% and paid social ad revenue by 25%.  By refining audience targeting and creative strategies, we helped Solawave achieve a 20% increase in YOY ad spend efficiency.  We also reduced new customer acquisition cost by 15% by leveraging data insights to improve targeting and ad effectiveness .