Ergo Styling Tools: A B2B Hair-Tool Brand Goes Direct-to-Consumer at 7.78x Facebook ROAS

The challenge

Ergo had excellent products, a strong social presence and a widely recognised brand among professional stylists. It had always sold B2B, and it had no experience with paid digital acquisition. Breaking into direct-to-consumer sales was one of its key priorities for 2020.

What we did

• Creative that matched the brand. We built the creative strategy around natural-looking, behind-the-scenes video shot at Ergo’s partner salons. These ads did especially well in Instagram placements.
• Measuring the goal. We set up analytics that separated direct-to-consumer sales from B2B, so progress away from B2B-only revenue could be tracked.
• Finding cold audiences. We ran our structured audience-testing method to identify the best cold audiences for a consumer launch.
• Activating the existing audience. We ran extensive retargeting with different catalog segments to lift conversion rate and customer lifetime value.
• Profit tracking. We helped the team set up accurate profit tracking, so they could trust campaign profitability before scaling harder.
• Google Ads and email marketing supported the paid-social launch.

The resulting growth in consumer sales led Ergo to commission a full revamp of its website, packaging and brand.

Results

• Revenue up 180%, with revenue doubling within the first two months of the direct-to-consumer push
• 7.78x Facebook ads ROAS
• 7-figure revenue achieved