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Case Study

Going Global with Go-To

Launching an Australian skin care brand into the competitive US market. 

  • PPC
  • Google Ads
  • Social Media Marketing
  • FB Ads

The Challenge

Go-To initially approached Reload to help them introduce their brand and products into the US market.

Go-To is an Australian based beauty brand that creates simple and effective products that take the stress out of skin care. In Australia, Go-To’s rise to prominence was in part driven by its’ founder, Zoë Foster-Blake. Whilst she is a well-known figure in the Australian beauty landscape, both Go-To and Reload knew that this couldn’t be relied upon in a foreign market. Therefore, we formulated a new approach, building on the strong branding and imagery associated with Go-To products. 

The Solution

We started by conducting keyword research, which indicated that the highest search volumes that Go-To would rank for in the US included ‘natural skin care products’. This presented an opportunity to drive the brand from a slightly different angle in this new market, as opposed to the approach taken in Australia.

In alignment with Go-To’s objectives, Reload proposed that prospecting campaigns across Search, Display, Facebook and Instagram would be the best way to reach the brand’s desired customers. By focusing on branded terms and unique selling propositions, Go-To would be able to find their feet in a new and competitive market.

The Process

Conducting a location analysis to determine how much website traffic and revenue was coming from the US.

Testing channels such as YouTube and Instagram Stories to drive brand awareness.

Conducting keyword research to determine the highest volume search terms that Go-To would rank for in the US.

Engaging external digital media providers to facilitate the running of Programmatic Display & Video

Building prospecting campaigns across Google Search and Display, Facebook and Instagram to reach Go-To’s desired customers.

The team at Reload are a pleasure to work with! It’s not easy to find an agency that truly understands your brand and your goals and that is so knowledgeable about the latest updates, but with Reload it almost feels like they’re part of our team – only a quick call or email away.

Andrea Gonzalez, Digital Campaigns Manager, Go-To Skincare

The Results

Reload are now looking to enhance Go-To’s strategy in the US by leveraging new ad formats and technologies being released across Facebook & Google. Working closely with both Google and Facebook on the Go-To account, we’re able to opt in for betas on both platforms to continuously drive Go-To’s success through digital marketing. 

Impressed with the results that Reload was able to help achieve in the US, Go-To requested that we take over a portion of their Australian digital activity. This meant a full audit and restructure of their existing Google Ads campaigns to closer resemble their successful US campaign structures. Reload was able to build upon the already strong brand presence and recognition of Go-To Skin Care in Australia.

Through the introduction of conversion-driven Dynamic Search Ad campaigns, as well as optimisations on existing campaigns, Reload were able to more effectively capture demand for Go-To’s products, which resulted in incredible ROAS results.

More recently, Reload has assisted Go-To with the launch of their new babies & kids skin care sub-brand, Gro-To Skin Care, which we’re promoting via Google Ads in both the Australian and US markets. With our wealth of experience on the Go-To brand, the Reload team were able to apply a successful campaign strategy to launch this new kids brand, and are looking to build this over time as it grows.

145%

increase in new user acquisition in the US

313%

increase in revenue via paid advertising in the US

1500%

ROAS across Aus digital campaigns

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