Herbasense

The problem

A catalogue of more than 800 products is the opposite problem to a single-product brand. The range is a genuine advantage, one of the largest of organic and conventional Ayurvedic herbs, powders and natural extracts in Europe, but a range that wide is hard to advertise. You cannot run 800 products through paid social. The job is finding the handful that acquire a customer efficiently, then letting the catalogue do what a deep catalogue does, which is bring that customer back.

What we did

• Meta campaigns built around the products that acquire efficiently rather than the whole range
• Structured the account so a wide catalogue does not dilute spend across too many SKUs
• Tracking set up to follow the first purchase into repeat behaviour, where a deep range pays off
• Ecommerce SEO across a catalogue most brands cannot match for breadth

The outcome

The brand is doing well after the Meta campaign, and the reason the model works is the catalogue behind it. A first customer acquired on a few hero products has more than 800 reasons to come back, which is what makes paid acquisition on a deep Ayurvedic range pay in a way it never would for a single-product brand.