Meta Performance Spotlight series: How Ogee is driving sustainable growth with Advantage+ shopping campaigns

Performance Spotlight is a series that takes an in-depth look at brands successfully driving better performance and efficiency, with the support of Meta tools, to help grow their business.

Ogee is a luxury clean beauty company providing high-performance certified-organic skincare and makeup products made from sustainable ingredients. While standing out in a saturated beauty market is no easy feat, Ogee has managed to do so by combining the expertise of its co-founders to build a differentiated product that is loved by its customers, and complementing it with an innovative digital marketing strategy. We spoke to one of its co-founders, Alex Stark, to learn more about Ogee’s success with Advantage+ shopping campaigns.

What was the inspiration behind starting your business?

My co-founders and I started Ogee in 2014 because we were on a mission to create skincare and makeup products with organic ingredients that are good for your skin while also feeling and looking as good as the high-end luxury brands. We started selling products online in 2016 and have expanded into selling in major beauty retailers and Meta has played a significant role in helping us get to where we are today.

How do you define performance for your brand?

We define performance by how strong our marketing efficiency ratio or blended ROAS is. This determines our ad spend and influences our decision making. Most of our digital ad spend goes to Meta and it has had a positive impact on our performance marketing metric.

What steps are you taking to drive performance and achieve your business goals?

Our community of customers are important to us, so we take the time to ensure they feel seen and heard -from taking their feedback from comments and applying it to products, to creating a loyalty program that rewards them with early access to product launches, insider tips and tricks, and input into future product development.

A combination of nurturing our community and amplifying their voice with paid campaigns using the right tools has helped our growth. The power of community combined with Meta’s ads has helped us reach a wider audience, get the co-sign of celebrities, and helped us align ourselves with like-minded beauty retailers such as Blue Mercury.

Tell us more about how you got started with Advantage+ shopping campaigns and what your experience has been like?

During the 2022 holiday season, we were looking to boost sales and capitalize on our existing creative assets. We tested Advantage + shopping campaigns and it significantly improved our campaign results with a 28% increase in ROAS and a 25% decrease in customer acquisition costs, which was transformative for our holiday sales. After testing ASC, Ogee achieved its highest revenue month in its history, and subsequent months saw even higher sales.

We recently tested ASC to drive traffic to our website and shops on Facebook and Instagram and saw a 45% improvement in cost per purchase and a 50% increase in ROAS.

Just as our customers have tried, tested, and stayed with Ogee, we’ve done the same with ASC, and are investing more spend into the format.

Where do you get your inspiration for your ad creative? What types of creative have you seen work best?

We get inspiration from our customers. We’ve found that people simply want to see someone using our products the way they would, so we build ad creative around this principle. We have a wealth of content that comes from our customers, influencers, and brand ambassadors and we leverage these as ads because they resonate better with our audiences and provide a 30%+ ROAS in comparison to more polished non-UGC creative.