Bare Anatomy is a Gurugram headquartered beauty-tech startup that provides customers with personalized hair care solutions uniquely crafted for every customer. To buy, customers need to take a simple quiz on the website to know about their hair profile and issues they’re currently facing which is followed with the in-house scientists formulating a unique solution for them. 


2.5 ROAS

50% BOOST TO MOM Orders


A deep dive into the interest and behavioural data of the customers helped us identify which user groups were performing the best and helped us in creating specific user personas. With these key personas, we were able to create diverse segregations in our campaigns to target our best performing customers specifically.  As we continuously ran campaigns, we were able to derive more such key metrics which further helped us enrich our campaign segregations. Our strategy was to assign budgets for each segregation based on the ROAS and its potential rather than equal distribution. Another key was to constantly monitor Ad frequency, especially for remarketing so that our CAC doesn’t shoot up. The moment it crossed 2 in a week, the campaigns and creatives were refreshed to avoid reaching the same people over and over leading to ad fatigue.  To increase the online orders and scale, lookalike also played a crucial role apart from relying on our personas. We divided the audience based on their interaction with the Instagram pages, website, Add-To-Carts and past buyers to create lookalike audiences. We ran a quick AB test to see which audiences are giving us good ROAS and tweaked the ones that didn’t, based on our personas. We also A/B tested a lot of different messaging & ad creatives and monitored them on a weekly basis to analyse what kinds of creatives are giving us more orders. Creative and copy is always the most important for any ad and from our analysis, Customer Testimonial ads particularly stood out and gave us more orders. Our formula for success? Audience behaviour research + Ad designs + refreshing the ads to control frequency. This helped us scale and increase the spend almost by 50% even while maintaining the target ROAS of 2.5.