The Pink
Moon

Business Problem

The Pink Moon was driving good conversions from some marketing channels whereas not so good from the other channels. They were not able to identify the reasoning of the bad conversions. This caused less control over the marketing funnel.

Insight

Different platforms serve different user mindsets.

• On Meta, users respond better to discovery and social proof.
• Email works as a space for storytelling, curation, and lifestyle relevance.
• WhatsApp is more intimate and action-driven, where users expect timely updates and human communication.

Repeating the same message across channels reduced effectiveness.

Solution

I developed a two way strategy, channel-specific content types and increased number of creative testing.

• Channel-specific content: For Meta (UGC, BTS, testimonials), Email (storytelling), and WhatsApp (best sellers & events).
• Creative testing: Increased the number of creatives per platform by 1.5 times.

Results

This approach improved performance on the non performing channels by 20%. Creative testing, specifically, helped in increasing the ROAS from ~4.5 to ~6.5 on average.