Driving Kerastase’s search growth with Meta

Saba Alabidy

Driving Kerastase’s search growth with Meta

In this case study, we dive into how Acquisit enhanced Kérastase Middle East's digital marketing efforts with Meta’s advanced advertising solutions. The objective was to intensify search traffic, drive brand growth, optimize campaign performance on Facebook and Instagram, across key markets like the UAE and Saudi Arabia.

A Test-and-Learn approach

We implemented an account-level Meta conversion lift study with search lift methodology, which ensured a precise evaluation of the campaigns’ influence on customer behavior, moving beyond the limitations of uncalibrated attribution models.

Our strategy involved running multi-objective, multi-format ad campaigns, complemented by AI-driven Advantage+ Shopping Campaigns and Advantage+ Catalogue Ads. These campaigns targeted women aged 18–45 in the UAE and Saudi Arabia, focusing on audiences interested in beauty and haircare.

Using Advantage+ Placements, we automated ad delivery across Meta’s platforms, ensuring optimal placements for the best results at the lowest cost. Additionally, we leveraged Advantage+ campaign budgets to dynamically allocate resources to the highest-performing ads in real-time, maximizing efficiency and impact.

Tracking impact across platforms

To accurately track customer actions, we set up custom conversions to monitor web events such as add-to-cart, view content, and online purchases. By conducting a multi-cell conversion lift study, we compared test and control groups to identify the incremental search actions driven by Meta ads.

This comprehensive approach allowed us to measure the ripple effect of Meta campaigns across multiple channels, including organic and Google paid searches, providing a clear picture of the ads’ contribution to key performance indicators like online sales and return on ad spend (ROAS).

Results

The conversion study results demonstrate the effectiveness of our full-funnel approach, where people were first exposed to Meta ads before searching for the Kérastase brand. This strategy led to over 850 branded Google searches and 748 organic visits, with an impressive 99.99% confidence rate. Meta ads played a key role in driving brand search interest and significantly boosting website traffic. - Tony Matta, Digital Marketing Manager, Acquisit

  • Search traffic: A 29% lift in organic search visits across the UAE and Saudi Arabia, driven by Meta ad campaigns.
  • Branded search: A 14% increase in incremental branded search visits, reinforcing Kérastase’s brand recognition.
  • Incremental sales: Meta ads contributed to 56% of incremental sales, as validated by the conversion lift study.
  • Return on Ad Spend (ROAS): Achieved a 1.03x incremental ROAS, highlighting the efficiency of Meta’s tools in driving conversions.

The Meta conversion lift study with search lift methodology enabled us to validate the strategy and investment we’ve put into our Meta ad campaigns by clearly demonstrating the incremental impact on conversions. It reinforced the value of Meta as a key driver in our marketing efforts.” - Dana Ayyash Head of digital and media, Professional Products Division L’Oréal

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