Messenger
Beauty Industry Marketing Case Study: Strategies for Increasing Conversions and Optimizing the Online Consultation Experience
Company Information
Company Name
M
Industry
Head Spa (Scalp Care)
Business Description
Providing head spa services to Vietnamese customers.
Key Highlights
- Within just 12 days of implementation, the campaign achieved highly positive results.
- The conversion rate (CVR) increased by 25%.
- By accurately identifying the target customer segment, the number of customers visiting the store increased.
Challenge
In the beauty and spa industry in the Vietnamese market, one of the biggest challenges is that even when running advertisements, the number of customer inquiries remains very low.
In addition, the advertisements are not reaching the right target audience, resulting in a low conversion rate.
Most customer support activities currently rely on automated messaging, which is not sufficient to encourage customers to book appointments in a personalized way that matches their specific needs.
Misalignment Between Targeting and Brand Awareness
The advertisements were not effectively reaching the intended potential customer segment, resulting in limited brand awareness and insufficient customer engagement.
Low Conversion Efficiency
Although customers clicked on the advertisements, the rate of conversion into Messenger inquiries remained low, causing the CPA to stay higher than expected.
Insufficient Customer Support Quality
Most responses relied mainly on automated messaging, making it difficult to build customer trust through consultation and effectively encourage appointment bookings based on personalized customer needs.
Solution
Improving Ad Operations Through a Data-Driven Approach
Detailed analysis was conducted on previous campaign reports to identify the root causes of performance issues.
Through continuous A/B testing, the most effective combination of creatives and target audiences was identified.
Redefining Target Audiences and Optimizing Content
The target customer segment was redefined in greater detail, and new advertising content with more relevant messaging was developed to better address the specific needs of that audience.
Optimizing the Messenger Flow and Strengthening Consultation Support
A direct flow from advertisements to Messenger was established. In addition, instead of relying too heavily on automated replies, a manual consultation team was introduced.
As a result, customer concerns could be addressed more effectively, reducing psychological barriers before booking an appointment.
Results
Conversion Volume Far Exceeded the Target
Forecast: 109 conversions (CV)
Actual: 646 conversions (CV)
→ By designing an effective conversion flow, the campaign attracted customers far more successfully than expected.
Significant Reduction in Cost per Acquisition (CPA)
Forecast: 117,000 VND
Actual: 64,000 VND
→ The efficiency of advertising investment improved significantly.
Results Achieved Through Operational Optimization
Increasing the advertising budget helped expand reach while still improving the CVR by 25%.
As a result, the campaign maximized the number of customers visiting the store within a short period of time.
Summary
In the Vietnamese spa and beauty market, the key to attracting customers lies in combining precise targeting with Messenger interactions that provide a personalized customer experience.
In this campaign, by conducting A/B testing on Facebook advertisements and combining it with manual consultation support, results far exceeding the original target were achieved within just 12 days.
As a result, a highly effective customer acquisition model with low cost and high-quality leads was successfully established.
If you are currently facing challenges in attracting customers, please feel free to contact us using the information below.
DYM VIETNAM’s "Advertising Outsourcing Service" page here.
Table of content
- Misalignment Between Targeting and Brand Awareness
- Low Conversion Efficiency
- Insufficient Customer Support Quality
