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Natura
How Natura made advertising creativity work better with Meta insights
Client and Context
Natura sells a wide range of products designed to bring a smile to the world: fashion items, accessories, books, ornaments and original items that you didn't even know existed.
Challenge: Focus on your online store in response to the Covid-19 pandemic.
With fewer shoppers visiting its physical stores, Natura wanted to boost its brand and online sales.
The Spanish multi-product retailer successfully used Meta Gamma Score, a creative measurement tool, along with creative performance insights to analyse the impact of its ads and improve their effectiveness.
The solution
We worked with Meta throughout November 2021 to analyse the impact of Natura's ads over the first six months of the year, using Gamma Score and historical performance data from its creatives.
Gamma Score uses machine learning to isolate ad creative from other factors to measure the impact of creative alone on overall campaign performance from a brand perspective.
Gamma Score, combined with performance data, helped Rocket Digital identify patterns that enabled best practices to be developed for Natura to improve ad quality in time for Natura’s winter campaign.
The main idea was to use A/B testing to measure the different impacts of ads based on lifestyle content and ads with e-commerce content. The ads focused on the same product, but with different types of images.
A/B testing helped Natura understand how to treat e-commerce ads to get the most value from them, and confirmed its hypothesis that lifestyle-related advertising content works best with people in the early stages of the purchasing journey.