Nimble's "Buy Box"
Understanding and Testing Customer Motivations
Our creative approach involved testing various messages across a spectrum of potential purchase motivators. For salon enthusiasts, Nimble offered a cost-effective alternative; for DIY manicurists, it promised superior quality; and for everyone else, it was an invitation to frequently enjoy beautifully painted nails. We quickly found through post-purchase survey work that the #1 purchase motivator was actually having an excuse to do your nails more often, not cost savings or convenience (although convenience was a close second)!
Leveraging Whitelisting Ads + Landing Pages
We complemented our standard acquisition funnel with unique whitelisting ads that led potential customers to a performance PR site that Flighted owns, Tested And Trending. The site featured an advertorial-style review landing page that provides an in-depth look at Nimble's features in a more narrative, familiar way. The ads themselves also came from the Tested And Trending Instagram/Facebook handles, not the Nimble brand handle, driving up CTRs.
Nimble Performance PR Ad Example
Designing And Developing a High Converting Landing Page
Understanding the importance of first impressions, our main landing page was meticulously designed to address every potential purchase objection in a concise and easily digestible format, suitable even for brief 20-second browsing sessions. If someone wanted to go deep and understand every nuance of how the device worked, they had that option. If they just wanted to learn the basics and quickly checkout, they didn't feel overwhelmed by the page. The design was on-brand without sacrificing performance, and we developed the page directly onto Nimble's Shopify theme.
Crafting a Compelling Offer
To incentivize immediate purchases, we introduced an attractive offer for new customers: $100 off, plus a free bundle of best-selling color capsules valued at $50. We knew that as we scaled and got more data on customer LTV post-purchase, offer testing would become an increasingly important part of our strategy. Because Nimble offers polish capsules, the device itself would not be the largest source of longterm profit, similar to a printer/ink cartridge model.
Setting Up A Facebook Ad Account Structure for Maximum Impact
Our Facebook advertising approach was dynamic and experimental, initially employing a wide range of creative angles with controlled budgeting, which quickly shifted to a focus on scaling (removing our target CPA bid cap) as we observed an unexpectedly profitable return on ad spend from day one. After our initial test campaign structure proved to be successful, we quickly layered in a more consolidated audience testing campaign using Post IDs of our top performing campaign, followed by an Advantage+ Shopping campaign and retargeting once they were hitting a significant level of sustained volume.
Results
We exceeded our week 1 target ROAS with Nimble Beauty by 194%, seeing profitability from day one, and have not looked back sense. As we continue to support Nimble's growth, we are enthusiastic about the potential of this "Nespresso for nails" device to dominate its market category in the coming years. A great product always makes a marketer's job easier, and the innovative Nimble device did exactly that!