The Full-Funnel Launch: Sweet Chemistry's Secret to Dominating a Crowded Beauty Market

Discover the phased paid media strategy that captured 350+ leads pre-launch and built lasting momentum for Sweet Chemistry's Hydra Duo.

Situation.

Sweet Chemistry was preparing to launch two significant new products in a competitive e-commerce beauty market. The challenge wasn't just announcing the products, but ensuring a sustained build-up of momentum to convert early interest into long-term customer relationships. They needed a paid media strategy that would extend beyond launch day to drive sustainable growth, rather than just immediate, fleeting buzz. This required a thoughtful lead-up, strategic audience building, and precise timing to maximize impact in a crowded space.

Launching New Products

Launching two significant new products in a highly competitive e-commerce beauty market.

Sustained Momentum

Need for sustained momentum beyond launch day, not just fleeting buzz.

Building Early Interest

Challenge of converting early interest into long-term customer relationships with a strategic, well-timed paid media approach.

 

Our Approach.

To achieve these objectives, Pennock designed and executed a full-funnel paid ads campaign on Meta (Facebook and Instagram). Our strategy was carefully phased to build anticipation, convert early interest, and then expand reach:

  • Step 1: Pre-Launch Teaser Campaign. Before the products went live, we ran a teaser campaign on Meta. This campaign introduced the new products without revealing all details, designed to drive excitement and capture early interest. Instead of directing users to the website, we guided them to a lead generation form, offering early access and insider updates. This allowed us to build anticipation and collect valuable first-party data.

  • Step 2: Retargeting Warm Audiences at Launch. On launch day, we shifted our focus. We specifically retargeted users who had either submitted the pre-launch lead form or had previously visited Sweet Chemistry’s website but not purchased. This strategy leveraged a warm, already engaged audience, making them significantly more likely to convert immediately, which translates to a lower cost per acquisition (CPA) and stronger conversion rates.

  • Step 3: Prospecting for New Audiences Post-Launch. After nurturing the initial audience and establishing momentum, we began scaling our efforts into cold traffic prospecting. This included targeting lookalike audiences based on both lead form submitters and initial purchasers, as well as interest and behavior-based targeting relevant to clean beauty and skincare. This phased approach ensured that our prospecting ads performed more efficiently, leveraging the established proof of interest and momentum.

Objectives.

Objective 1: Build Early Awareness | Generate buzz and introduce the new products pre-launch.

Objective 2: Capture First-Party Data| Collect valuable email addresses to build a warm audience.

Objective 3: Create a Pool of Warm Leads | Prime an engaged audience ready to convert at launch.

Objective 4: Drive Sustainable Growth | Establish a strategy that continues to evolve post-launch, beyond the initial announcement.

Services Provided.

  • Paid Media Strategy & Planning

  • Lead Generation Campaign Management

  • Audience Segmentation & Retargeting

  • Prospecting Campaign Execution

  • Performance Monitoring & Optimization

Results & Impact.

The strategic, full-funnel approach yielded impressive results for Sweet Chemistry's Hydra Duo launch:

  • Lead Capture: We successfully captured over 350 email addresses through the lead generation form in less than a week.

  • Cost Per Lead (CPL): The pre-launch teaser campaign achieved an impressive $4 CPL.

  • Effective Retargeting & Prospecting: By prioritizing warm audiences before expanding, prospecting ads performed more efficiently.

This success provided Sweet Chemistry with significant momentum and a strong foundation for long-term customer relationships and sustainable growth, demonstrating the power of a well-sequenced paid media launch strategy.

Retargeting

Created a stream of warm leads

↑350

Pre Launch Emails

$4

Decreased CPL