Case Study: NYX Professional Makeup Indonesia achieves 15X conversion lift and 2.3X ROAS with Facebook

Beauty sales get an online boost with Facebook ads focused on conversions

NYX Professional Makeup Indonesia, a fast-growing L’Oréal beauty brand, shifted from a traditional in-store focus to drive ecommerce growth during Indonesia’s biggest online shopping days (11/11 and 12/12). The company’s challenge was to increase online conversions and reach millions of shoppers by identifying the most effective deals, creative and audience strategies.

Partnering with Lazada and media agency Maxus, NYX ran a two-month, data-driven Facebook campaign using carousel photo and video ads with a website conversions objective. It tested three deal creatives (storewide, product-specific and special sets) across three audiences (interest-based, a high-intent Website Custom Audience and a Lookalike), optimizing daily. The campaign delivered a 15x increase in conversion rate versus the prior period, 2.3x return on ad spend, 80% lower cost per action with Website Custom Audiences and 63% lower cost per action with Lookalike Audiences compared to core targeting.

NYX Professional Makeup Indonesia

Miranti Daniar

Ecommerce Manager