Starface

The Cartograph Approach

New-to-Brand Advertising

While focusing on branded traffic would have produced great vanity metrics, Cartograph concentrated on identifying new 'category' audiences. Through iterative testing of targets, ad creative, and copy, we achieved 4x ROAS in the Pore Cleansing Strips category and 2x ROAS on the highly competitive term 'pimple patches.'

Perform Cross-Selling

We diversified the SKU mix and leveraged imagery showcasing multiple products to reduce the risk of the catalog relying on a single hero item. Utilizing Sponsored Display Brand Defense and DSP tactics for cross-selling, retargeting, and remarketing, we effectively shifted the SKU mix and enhanced the overall catalog performance.

Create Holiday Strategies

With products trending as hot accessories, we capitalized on holiday trends by tailoring detail page copy, backend SEO, and advertising targets. Our strategic holiday discounting plan during November and December captured market demand by boosting ranking and visibility — culminating in a feature during Amazon's Holiday Beauty Haul Event.

Incorporate Licensed Products Strategy

Starface collaborates with some of the most recognizable cartoon characters. Our playbook for licensed products prominently featured the characters in text, images, and backend SEO. We launched custom ad goals for both branded and category keywords, targeting competitors with similar licensing deals.

Carve Out Market Share

Facing incumbents and traditional acne-care giants, we expanded into other use cases and younger generations by testing variations of 'face sticker' terms. Our intensified competitive advertising and targeting efforts resulted in market share gains against established competitors, including Mighty Patch by Hero Cosmetics and Proactiv.

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Results

Our strategy emphasized non-branded advertising, consumer journey and product positioning, while capitalizing on gifting strategies and growing market share. Staying true to Starface’s branding, mission, and values, Cartograph was able to build a rapidly growing Amazon channel, becoming a rising star for Starface’s overall business.

• Amazon sales surpassed DTC by Month 3
• Expanded catalog listings by 3X
• Continued steady growth with +15% YTD, expanding to Walmart, Target, and more
• Achieved $2 ROAS on the competitive term 'Pimple Patches'

Key Metrics

• +$5mm Run Rate by Month 5
• +120% Revenue Growth from Holiday Strategies
• $4 ROAS in the Pore Cleansing Strip category
  
  

Testimonial

"Cartograph launched our Amazon business and quickly grew it into one of our most important channels." - Barry Arvie, Senior Director at Starface