Case study / Cosmic Polish / Digital Marketing
Scaling eCommerce Growth for Cosmic Polish with Meta Ads
Cosmic Polish is an Australian boutique nail polish brand known for its vibrant range of holographic, multichrome, thermal and magnetic nail polishes.
Previous case studyWith a highly visual product range and an engaged customer base, Cosmic Polish had strong potential to grow through paid social. Emote Digital was engaged to develop and manage a more structured Meta Ads strategy, using Facebook and Instagram advertising to reach new audiences, re-engage potential customers and drive profitable eCommerce sales.
The focus was not simply on increasing traffic. The objective was to build a more effective paid social ecosystem that could move customers through the funnel, improve conversion performance and generate stronger returns from the brand’s advertising investment.
The Challenge
The opportunity was to turn that highly visual product experience into a more structured and commercially effective Facebook and Instagram advertising strategy.
Rather than relying on isolated campaigns or individual creatives, Cosmic Polish needed an approach that could engage customers at different stages of their buying journey, identify which messages and creative formats generated the strongest response, and direct advertising spend towards the areas delivering the greatest impact.
The challenge was therefore twofold: increase the volume of meaningful actions such as add-to-carts and purchases, while ensuring advertising remained commercially efficient as activity scaled.
The Approach
Emote Digital introduced greater structure and testing across Cosmic Polish’s Meta advertising campaigns, creating a clearer framework for reaching customers throughout the purchase journey.
Campaigns were structured across different stages of the funnel, allowing the team to build awareness with new audiences while continuing to engage users demonstrating stronger purchase intent.
Creative testing became a central part of the strategy. Different products, messaging, formats and visual approaches were tested to understand what resonated with Cosmic Polish’s audience. Performance data was then used to continually refine campaigns and allocate budget towards the strongest performing combinations.
This structured, test and learn approach enabled the team to continuously optimize towards the metrics that mattered most: add to cart activity, purchases, conversion value, cost per purchase and return on ad spend (ROAS).
The Outcome
The Meta Ads strategy delivered strong growth across purchases, conversion value and return on ad spend. By introducing a more structured campaign framework and ongoing creative testing, Cosmic Polish was able to improve lower funnel performance and generate more revenue from paid social.
4,200%
increase in add-to-carts
5,200%
increase in purchases
4,800%
increase in purchase conversion value
14.99
average ROAS across campaigns
20.91
ROAS from the brand campaign
28.59
ROAS from a top-performing creative
