Cosmic Polish makes nail polish that is hard to look away from. Holographic, multichrome, thermal and magnetic finishes give the brand a highly visual product range, and it has built an engaged customer base around it. Paid social was already part of the mix, but it was running as isolated campaigns with individual pieces of creative, each judged on its own. There was a clear opportunity to make that spend work harder for eCommerce growth.
Case study · Retail & food
Cosmic Polish: a more structured Meta Ads programme for eCommerce growth.
Cosmic Polish is an Australian boutique nail polish brand known for its vibrant range of holographic, multichrome, thermal and magnetic nail polishes.
- Sector
- Retail & food
- Service
- Social media advertising
- Channels
- Facebook · Instagram
Digital marketingCampaign delivery
The challenge
What needed to change.
The challenge was to replace those isolated campaigns and one off creative with a framework that could engage customers at different stages of the buying journey, reveal which messages and formats performed best, and keep spend focused on the strongest activity.
Success meant lifting meaningful actions such as add to carts and purchases while maintaining advertising efficiency as the program scaled. More sales at any cost was not the brief. More sales at the same efficiency was.
Approach
How the work took shape.
We rebuilt the account around the way a customer actually buys. Rather than launching a campaign for each product or promotion, the Meta activity was organised around the purchase journey, building awareness with new audiences at one end while continuing to engage people showing stronger purchase intent at the other. Each layer had its own job and its own measure of success, which made it clear where budget was working and where it was not.
Creative testing compared products, messaging, formats and visual approaches side by side. The results informed ongoing campaign refinement and moved budget towards the combinations producing the strongest response.
This test and learn process kept attention on the measures that mattered to the business: add to cart activity, purchases, conversion value, cost per purchase and return on ad spend. Reach and engagement were useful signals, but the decisions were made on what people bought.
The shift
A polish that shifts colour on the nail needed ads that moved, not still images.
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The work
The work, up close.
The creative work translated the nail polish range into a set of paid social variations, giving the campaigns material to test across Facebook and Instagram while the account learned which combinations best supported the purchase journey. Every variation was built to answer a question: which product leads, which message earns the click, and which format holds attention long enough to sell.
Campaigns were structured in layers. Prospecting activity introduced the range to new audiences, while retargeting stayed in front of people who had browsed, added to cart or purchased before. Budget followed response, moving towards the audiences and combinations producing the strongest results.
The creative drew directly on the product itself. Holographic, multichrome, thermal and magnetic finishes gave the ads something genuinely distinctive to show, and short video and story formats let the polishes shift and change on screen in a way static imagery could not. Each round of testing fed the next, with winning combinations informing new variations while underperforming creative was retired quickly.
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