Case study · Retail & food

Skinny Tan: a stronger digital presence for a growing beauty brand.

Skinny Tan already had demand in several countries. What it needed was a digital strategy disciplined enough to turn that interest into revenue, region by region, without wasting the media budget behind it.

Sector: Retail & food
Service: Website design and development
Channels: Website

Website projectDigital experience

Skinny Tan tanning oil bottle on Bondi Beach.

The challenge

What needed to change.

Skinny Tan is a well known beauty brand with customers in multiple countries and large media budgets pointed at different audiences around the world. Strong results had built the brand, but staying ahead of the competition in every market needed more than momentum. It needed a solid digital strategy that worked across each region.

The interest was already there. The harder task was to make sure the spend behind it was efficient: to cut wastage in search, to find revenue beyond search and social, and to make the website itself earn more of its traffic organically. Each region had its own audience, budget and competitive picture, so one approach applied everywhere would not do.

Approach

How the work took shape.

We began with research. With budgets of this size spread across different audiences, the team needed to understand how each region behaved before committing spend, so we ran an intensive period of testing and used it to build a funnel approach that has grown revenue month on month.

In search, the campaigns were designed to capitalise on demand that already existed. Because the brand was well known, the job was to cut wastage and optimise wherever it was needed to lift the overall return on investment. To grow revenue outside search and social, we used AdRoll, which gave Skinny Tan exposure across some of the most visited websites in the world.

Paid channels were only part of the plan. Through SEO management and content writing we added quality content to the website, written on brand for each region, so the pages that customers landed on were worth landing on and the rankings improved with them.

The aim was a website that performed better organically and gave every paid campaign a stronger place to send people, so the two halves of the strategy reinforced each other.

Skinny Tan website product collections page.

The shift

Demand was never the problem for Skinny Tan; the discipline to stop wasting it was.

The work

The work, up close.

The work now runs across Search Engine Advertising, Platform Advertising, Search Engine Optimisation and Content Writing in each region, with the funnel built during testing continuing to guide how budget is allocated. Social and AdRoll extended the reach of the brand well beyond search, and both have returned strongly since the work began.

20%.

Increase in revenue via social since working with us.

60%.

Increase in return on investment since working with us.

4.1x.

Return on investment via AdRoll since working with us.

Search advertising was tightened rather than expanded. By removing spend that was not converting and optimising the campaigns that were, Skinny Tan gets more from the same interest in the brand. The organic work has added a steadier layer of traffic and revenue underneath the paid activity.