Y.O.U Beauty

About The Brand

Industry
Beauty
Year
2024 – Present
Services
Paid Ads

Y.O.U is a global beauty brand offering a wide range of cosmetics and skincare products, available across the Philippines, Thailand, Indonesia, and Malaysia. Its products are accessible through both offline retail outlets (Guardian, Watsons, DanDan, etc) and various online platforms (Shopee, TikTok, Tokopedia, and Lazada).

goals

Monthly Traffic

Drive relevant audience traffic to Y.O.U Beauty’s social media accounts to increase engagement and support campaign objectives.

Video Views

Maximize video views from the right audience to ensure campaign messages are effectively delivered and understood.

Product Launch Support

Maximize audience exposure and awareness for each new product launch based on its strategic level and importance to the brand.

E-Commerce Sales

Drive external traffic and conversions to e-commerce platforms by aligning Meta and TikTok ad campaigns with ongoing promo activities.

CHALLENGES

Frequent Launches

The brand frequently launched multiple products, each with different priority levels.

Cost Per Acquisition

Some campaign creatives led to elevated CPAs due to weak hooks or limited relevance to the target audience.

Low ROAS

Certain products consistently underperformed in terms of ROAS, often due to unclear value propositions, or low demand fit.

SOLUTIONS

Product Prioritization

  • Launch Review
    Reviewed every upcoming product launch alongside the branding and product teams. This provided context on key messaging, objectives, and expected impact.

  • Category Classification
    Grouped products into three levels: hero products, supporting SKUs, and tactical items. Each category had distinct goals and levels of support needed.

  • Priority Alignment
    Ensured hero products received full-funnel support with higher budget and visibility. Supporting items focused more on conversion and retargeting.

  • Strategic Integration
    Mapped product levels to the overall campaign calendar to avoid overlap and maximize exposure. Helped maintain brand consistency across multiple launches.

Funnel Strategy Development

  • Objective Setting
    Defined campaign objectives based on funnel stages—awareness, consideration, and conversion. Hero products prioritized awareness to build reach before moving users down the funnel.

  • Awareness Campaigns
    Used video views, reach, and engagement objectives on Meta and TikTok for top-funnel exposure. Focused on driving interest and familiarity with hero products.

  • Retargeting Strategy
    Retargeted users who interacted with awareness campaigns using mid- to bottom-funnel ads. These included add-to-cart prompts, product highlights, or limited-time offers.

  • Conversion for Supporting SKUs
    Launched direct conversion campaigns for supporting products targeting warm audiences. This approach helped boost efficiency without competing with hero campaigns.

Budget Allocation

  • Budget Planning
    Evaluated total monthly budget in relation to the number and priority of product launches. Ensured allocation aligned with business objectives and expected ROI.

  • Hero Product Focus
    Assigned a larger portion of the budget to hero products to maximize awareness and reach. This helped create strong momentum at the beginning of the funnel.

  • Efficiency for Supporting SKUs
    Allocated smaller, performance-focused budgets to supporting SKUs. These campaigns prioritized cost-efficiency and targeted high-intent audiences.

  • Adaptive Spending
    Monitored real-time performance and shifted budget between campaigns when needed. Ensured underperforming assets were optimized or paused to maximize overall efficiency.

Creative Messaging Alignment

  • Message Based on Funnel Stage
    Crafted storytelling content for awareness campaigns to build emotional connection and brand recall. For conversion campaigns, used urgency messaging such as limited-time offers or stock alerts.

  • Platform-Specific Formatting
    Designed creatives to match user behavior on each platform—short-form native videos for TikTok, and carousel or collection ads for Meta. This helped improve engagement and message retention.

  • Visual Consistency
    Ensured all creatives aligned with Y.O.U’s visual branding and tone of voice. Maintained consistency while adapting messaging to each product’s positioning.

  • A/B Testing & Iteration
    Tested different messaging angles to identify the best-performing approach per audience segment. Continuously refined creative direction based on data insights.

Performance Monitoring & Optimization

  • Daily Performance Tracking
    Monitored key performance metrics like CPA, CTR, and ROAS on a daily basis. This helped identify trends and detect any underperforming ads early on.

  • Real-Time Budget Adjustments
    Adjusted campaign budgets dynamically based on performance data and sales goals. Allocated more budget to high-performing ads to maximize reach and conversions.

  • Creative & Targeting Tweaks
    Continuously optimized creatives based on audience engagement and campaign objectives. Refined targeting parameters to improve efficiency and reach the most relevant users.

  • Campaign Phase Alignment
    Ensured that each stage of the campaign (awareness, consideration, conversion) met its specific objective. Monitored timelines to adjust strategy and avoid overlap or underexposure.

RESULTS

  • Increased CTR by 59% within 3 months through content quality optimization, testing, and creating data-driven content briefs  and copywriting based on previous campaign performance.
  • Managed a monthly campaign budget of up to 1 billion IDR, achieving an outstanding ROAS of 44 through strategic planning and execution.
  • Strategic product tiering improved ad relevance, lowering CPM by 23% because messaging was more focused and easier for the audience to connect with.
  • Hero SKUs got 70% of the spend and generated 81% of total revenue, validating the strategy of concentrating investment on products with high conversion potential.
  • Daily monitoring allowed early removal of underperforming ads, saving 18% in ad spend that would’ve otherwise gone to inefficient placements.
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@youbeauty_id All you need is…. Sunscreen yang nyegerin dan cerahin 😍

@youbeauty_id Rekomendasi gel cleanser super gentle buat para acne fighter 😍✨

@youbeauty_id Langsung auto luluh gak sih?🥹🤍🤍 #FlawLastsAllDay

CONCLUSIONS

Tiered Media Planning

By focusing the biggest budget and visibility on top-performing products (hero items) while still promoting supporting products efficiently, ad spend was used more wisely on Meta Ads and TikTok Ads.

This kind of tiered strategy helps ensure every product gets the right exposure, making launches more successful without wasting resources.

Funnel-Based Creative

Different types of videos were used depending on the customer stage—short, attention-grabbing clips for awareness and more detailed ones to encourage purchases.

This full-funnel content strategy helps guide potential buyers from interest to action, increasing the chances they’ll buy, not just view.

Behavioral Retargeting

Campaign results improved by re-engaging people who had already interacted with the brand using Meta and TikTok retargeting tools.

With the help of smart targeting based on real user behavior, ads can reach those most likely to convert—leading to better results without increasing spend.