The Challenge
Shea Butter Soap set out to offer a natural, nourishing skincare solution for Bangladeshi consumers. However, despite a quality product, the campaign initially struggled to gain traction in a competitive and trust-sensitive market.
Key challenges included:
- High and irrelevant message CPA, draining ad budgets
- Unengaging content failing to connect emotionally with audiences
- Low brand trust, making customers hesitant to place first-time orders
- High COD return rates undermining profitability
- Limited creative testing and poor audience targeting
The Goal
The mission was clear: build customer trust, increase message quality, and scale performance sustainably.
Objectives included:
- Boost message orders and relevance
- Bring message cost below $0.10
- Improve conversion rate from 0.80% → 2%
- Reduce return ratio significantly
- Reach high-intent, targeted audiences
The Strategy
1. Product-Centric Video Storytelling
Developed high-quality product introduction videos demonstrating the soap’s texture, natural ingredients, and visible skin benefits.
2. UGC & Testimonial-Based Creatives
Produced user-generated videos and customer reviews, showcasing real people sharing their skincare results building credibility and relatability.
3. Benefit-Driven Messaging
Shifted ad copy from product features to solution-based benefits (e.g., “glowing skin,” “natural nourishment,” “no harsh chemicals”).
4. Retargeting for Trust & Action
Deployed review and refund policy-focused retargeting ads, emphasizing the 100% refund guarantee for dissatisfied users drastically reducing risk perception.
5. Conversion & Retention Focus
- Improved funnel quality through audience refinement and interest stacking.
- Introduced repeat purchase remarketing for high-LTV customers.
- Implemented budget scaling only when CPA met thresholds for efficient growth.
The Results
Within a year (Jun 2023–Jul 2024), Shea Butter Soap transformed from a small campaign to a consistent revenue driver.
| Metric | Before | After |
|---|---|---|
| Monthly Orders | 20–30 | 400–500 |
| Total Orders | 500 | 10,000+ |
| Avg. CPA | $2-$3 | $0.80 |
| Conversion Rate | 1.2% | 2% |
| Return Ratio | 35% | 5% |
| Returning Customers | 5% | 20% |
Additional Wins
✅ Built strong customer trust through transparent refund policy
✅ Established authentic brand image via UGC and real testimonials
✅ Achieved consistent message quality with lower acquisition costs
✅ Created a foundation for repeat purchase campaigns
📊 Key Takeaway
By combining authentic storytelling, data-driven audience refinement, and a trust-first refund policy, Shea Butter Soap successfully turned from a struggling skincare campaign into a high-performing digital success story scaling sustainably in Bangladesh’s competitive D2C beauty market.
