41% More Customers

With Custom Landing Pages & Rapid Creative Ad Tests in Paid Social

Madison Reed was founded in 2013 with a single mission: to empower women to color their own hair with home delivery kits at a fraction of the price of traditional salons. Their promise was to provide luxurious home hair color products starting at just $22/month.

Madison Reed created a rich online experience, including a virtual try-on tool and color-matching quiz to help women select from 55+ shades, all free of ammonia and parabens.

54%

Increase in YoY* purchase conversion rate

41%

Increase in YoY* customers

400

Tests in 4 weeks

The Challenge

Accelerate Growth

Since 2018, Primer has partnered with Madison Reed on Facebook marketing, aiming to dramatically ramp up new customer acquisition. For the first year and a half, the sole focus was to drive prospective customers to their online experience.

Then in 2019, Madison Reed came to Primer with a challenge to support their expansion into brick and mortar Color Bar locations.

Together, we needed to find big wins quickly with a new product offering, positioning in the marketplace, and brand pillars.

The First Six Weeks

2,231

Tests Launched

254

Winning Ads

Increased Testing to Support Increased Scale

WEEK 0

403

WEEK 4

2,231

WEEK 6

7,044

NOW

The Strategy

In just 4 weeks, Madison Reed and Primer collaborated to produce over 400 tests across videos, images, copy variations and landing pages.The focus was on finding top performers to scale while hitting the goal CPA.

Primer’s proprietary software was the key to launching and optimizing hundreds of tests quickly. The platform is powered by AI that pauses underperforming ads and boosts budget quickly to the early standouts.

What was the strategy?
Lucky for us, this kind of challenge is our speciality. We know that in digital marketing the key to scaling customer acquisition is rapid creative, copy, and landing page testing.

Primer is uniquely positioned with a creative team, marketing team, and landing page platform that can generate the high volume of creative tests required to successfully scale on Facebook’s ad platform.

We had done it for Madison Reed before. During the first six weeks of the partnership, Primer launched over 2,200 tests to find over 250 winning ads. To date, Madison Reed has run over 7,000 tests through their partnership with Primer.

The Wins

1. Clear Wins ADs

Together, we found three distinct scalable wins:

2. Big Wins Landing Page

3 Simple Steps Landing Page
Through its platform, Primer tested dozens of Facebook-friendly, mobile first landing pages for Madison Reed. Among these tests, Primer found a big win with the 3 Simple Steps landing page, propelled by a new call to action.

Company

Madison Reed

Industry

Hair Care

In the end, Primer’s landing page increased click to purchase conversions by 54%. Paired with creative wins, total customer acquisition increased 41%.