Groth Digital x Perfect Locks

About Perfect Locks

Born from two entrepreneurs’ bedroom in 2008, Perfect Locks is an ethically sourced Remy human hair extensions direct-to-consumer brand. They procure hair from the largest temple in India and give back to the community both in India and the United States.

The Groth Method

Our team leveraged 4 major advertising channels (Facebook, Google, Pinterest & TikTok) to convey the solutions that Perfect Locks’ hair extensions provide for women of all ages who have a need for hair extensions. We focused on rapid creative testing on FB which involved identifying the right concepts/angles and building out ad units that sold Perfect Locks in the most convincing manner while maintaining brand value. The same approach was used on Pinterest & TikTok.

For Google, our ad buyers used the power of Performance Max to showcase the beauty/authenticity of the products (after upgrading from Standard Shopping) via all available Google channels. This was done alongside existing branded campaigns they had running.
Google served mostly on the Shopping Network, so we launched supplementary non-branded Search campaigns to add more reach and for retargeting.

Goals & Challenges

The goal: generate MER above 3x while acquiring new customers profitably.
The task: drive new customers/interest in the brand while keeping overall CPA below $100

Challenges:
-rising ad costs affecting the paid media landscape
-macro factors (interest rate, recession etc.) affecting the consumer purchasing power.

Results

4x
Marketing Efficiency Ratio

-35%
Cost per acquisition

+45%
Purchases

Gautama Swamy, COO Perfect Locks

“You guys have got one of the most structured creative strategy processes I’ve come across. I’ve worked with multiple agencies but this is really detailed and well-thought-through. I am really happy with the ads & their performance”