Natural Hair Retreat gives Black women, mothers, wives, and/or career women a chance to remove themselves from reality and indulge in the ultimate self-care experience. It's a chance for women to connect with themselves and embrace their holistic healing process while also building connections.
Natural Hair Retreat came to Code3 through the Meta/SMBs program. The ask was to encourage sales on the site by promoting the value of disconnecting from everyday life, connecting with like-minded women, embracing one’s roots and reconnecting with oneself.
The objective was to increase awareness to reach target audiences, boost traffic to Facebook and Instagram pages with anticipation for future events, and generate leads to purchases on the site.
Code3 created three unique videos, a "luxury" video, a "connections" video, and an "embrace your roots" video to highlight product offerings in a way that celebrated the brand's mission.
With the three video assets for the campaign, Code3 targeted females ages 27-40 with an interest in traveling, girl’s trips, luxury, yoga, women’s events, natural hair, protective styles, and headwraps.
The campaign saw excellent engagement and fueled a tremendous volume of traffic, with over 1k link clicks, 266 page views, and an extremely efficient CPLC of $0.78.
Luxury was the top performing creative, yielding the bulk of site traffic with 176 page views so far, & has the highest CTR of 2.12%. This ad clearly highlights all elements of the NHR brand with its overlay text calling out luxury, relaxation + restoration, and community. While its scenic beauty shots of the beach and yacht likely stood out to our interest-based audiences which had expressed curiosity for travel, luxury, hair & yoga.
Targeting people interested in luxury travel + natural hair care drove the majority of page views (53%) with the lowest CPLPV at $3.57. The video sequences highlighting the beautiful resort and beach clearly caught the eye of luxury travelers as this audience had the top CTR of 2.04%.
For future campaigns, Code3 recommended learning into the interest-based audiences as they were the most engaged, and using creative that showcases the travel destinations and convey a sense of sisterhood.