Case study
Tango Charly
LIFESTYLE, SOCIAL ADS
By taking over Tango Charly's Meta Ads campaigns during Mother's Day, Socialsky doubled revenue compared to the previous year, with an average hook rate of 25% on videos and over 20,000 interactions on ads.
Context
Tango Charly is an artisanal jewelry brand directed by a solopreneur who handcrafts each piece. The brand contacted us to manage its Meta Ads campaigns during a decisive period: Mother's Day. The challenge was twofold: increase sales compared to 2022 and develop brand awareness among new audiences.
Challenge
For an artisanal brand with a limited budget, Mother's Day represents a peak of advertising competition where acquisition costs skyrocket. The stakes were multiple:
- Maximize sales over a short and ultra-competitive time window, facing brands with significantly larger budgets.
- Create advertising content that stands out in the feed, capitalizing on brand authenticity and handmade craftsmanship as a competitive advantage.
- Develop brand awareness and bring new audiences to Tango Charly's website and Instagram account.
Solution
Socialsky experts developed a multi-faceted Meta Ads strategy:
- Authenticity-focused content: videos and visuals created by the founder herself, showcasing the jewelry and Mother's Day universe. The creator's authenticity as the primary performance driver.
- Campaign structure in three axes: two segmented acquisition campaigns (customizable jewelry and best-sellers) and a remarketing campaign targeting website visitors and those who interacted with the brand on social networks.
- Targeted audiences: a jewelry interests audience and a specific Mother's Day audience, to capture seasonal demand at the right moment.
- Dedicated landing page: creation of a page highlighting Mother's Day-focused products, to maximize conversion rate of advertising traffic.
Results
The strategy produced results beyond expectations. 100% increase in revenue compared to Mother's Day 2022. An average hook rate of 25% on advertising videos, a sign that content captured attention from the first seconds. Over 20,000 interactions on ads (images and videos), and a direct increase in Instagram followers.
+100%
Mother's Day 2023 vs 2022 sales
25%
Video hook rate
20K+
Interactions