How Kinder Beauty used Smart ID to improve ROAS by 29%
Kinder Beauty is founded upon an important mission: to make the world a kinder place for animals, people and the planet by making it easy and affordable to adopt a beauty & wellness routine that’s 100% clean, vegan, and cruelty-free. The brand delivers ethical beauty boxes around the world, and recently expanded to offer a line of skincare products.
The challenge
Kinder Beauty saw accelerated digital growth in 2020 and 2021. As COVID-19 buying trends waned, they faced a new wave of brick and mortar competitors. These challenges were exacerbated by Safari’s Intelligent Tracking Prevention, which reduced the effectiveness of Kinder Beauty’s Facebook retargeting campaigns. With the brand working toward profitability, their marketing efforts need to deliver clear ROI, without relying too much on promotions that reduce gross profit per customer.
Our solution
Kinder Beauty dramatically increased Facebook advertising efficiency using Black Crow’s Smart ID to enrich first-party data quality. Smart ID significantly improved event match quality by up to 50% in less than 24 hours, driving a 37% reduction in CPA and 29% ROAS increase over the course of the trial. In Klaviyo, Kinder Beauty activated Smart ID to generate a 79% incremental revenue lift just by recognizing users that were previously made anonymous by Apple ITP’s 7 day cookie expiration window.
Looking at our monthly fee vs. the revenue, it is about 4x a month lift . . . The metrics, the measurable ROI speaks for itself in terms of what we've experienced. Black Crow is just an essential part of our tech stack going forward.
The future
Kinder Beauty is excited to build upon the success that they’ve seen so far with Black Crow, as they persist in their efforts to increase marketing efficiency. This includes continuing to utilize the power of Smart ID combined with predictive audience machine learning to uplevel the brand’s Facebook campaigns to drive measurable ROI.
Results in 30 days
50%
Improved event match quality by up to 50% in less than 24 hours
79%
Incremental revenue lift just by recognizing users that were previously made anonymous by Apple ITP
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