Milk Makeup

About Milk Makeup

Born from Milk Studios, Milk Makeup represents a bold new direction for makeup. A 100% vegan, paraben-free, and cruelty-free brand, they exist to bridge the gap between beauty and self-expression. In a world consumed with rules, Milk Makeup celebrates innovation, creativity, and living your look through innovative makeup and skincare.

The Challenge

In the digital era, Milk Makeup needed to connect to young, innovative makeup enthusiasts with a philosophy that resonated: Live your Look. That meant reaching new customers online and better connecting to their followers. Milk Makeup had to find and convert hyper-relevant audiences for a strong return on ad spend. And their message had to be front-and-center to connect with customers.

Homepage-Mockup

 

The Solution

Leveraging Facebook and Instagram ads to drive brand awareness, Major Tom a/b tested audiences, campaign creative, and ad copy to optimize results. Then, building top-of-funnel prospecting audiences increased conversions in critical direct-response campaigns. We prepared for launch with a robust social strategy and carefully segmented audiences. 

 

Milk Makeup’s main priority was increased return on ad spend — and meant monitoring and optimizing performance in multiple formats to sustain high returns for the full campaign. As a premier Facebook partner, Major Tom’s beta product access helped optimize budgets, customize assets, and optimize value — and Facebook’s algorithm helped us put ads in front of the highest converters.

The Results

Major Tom and Milk Makeup’s partnership produced incredible growth, with:

860%

YoY INCREASE IN NEW USERS TO THE SITE

158%

YoY INCREASE IN TRANSACTIONS ACROSS FACEBOOK, INSTAGRAM, AND STORIES

172%

YoY INCREASE IN REVENUE ATTRIBUTED TO SOCIAL CHANNELS 

Major Tom was largely responsible for the dramatic increase in Milk Makeup’s site traffic, and for the resulting increase in profits for the business.

Mila Mendez, Milk Makeup
Vice President of eCommerce and Digital Marketing

Our partnership with Major Tom over the past year has been crucial to our growth.

Carolyn Phillips, Roller Rabbit
Vice President of Marketing and Ecommerce

Major Tommers are always being pro-active and giving strategic advice around how you can improve what you are doing and grow your business.

Lisa Hurlbutt, Arts Umbrella
Senior Director, Marketing and Communications

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