A touch of luxury for your hands
Palma De Salus
Social Media Strategy
Content Strategy
Content Production
Paid Social
Ad Creative
Brief
In 2022, Palma de Salus launched their inaugural product, a premium hand sanitizer, with a mission to redefine the category. Their objective was twofold: to expand their direct-to-consumer (D2C) business through social media and to establish credibility for potential retail partnerships.
Result
To navigate the post-COVID market saturation, UMBRELLA devised a content-driven strategy, commencing with the creation of a social playbook delineating the brand's visual identity, tone, and voice. Monthly photoshoots were conducted, and all social assets were designed by UMBRELLA to ensure Palma stood out online.
social Strategy Leveraging Instagram as a virtual storefront, UMBRELLA capitalized on the heightened market demand by educating customers about the superior quality of Palma's ingredients and formulation techniques, despite its elevated price point.
Influencer MarketingTo generate anticipation for the product launch, UMBRELLA orchestrated an influencer seeding campaign, enlisting influencers with discerning tastes in fashion, design, and home goods. The curated influencers shared glowing reviews of Palma's hand sanitizer, resulting in over 4,000 earned profile views on Instagram within the first month.
Paid Social
Following the successful launch, Palma entrusted UMBRELLA with managing their paid social efforts prompted by concerns over elevated acquisition costs. UMBRELLA conducted a comprehensive audit and implemented a highly targeted interest group strategy, coupled with newly designed ad creatives aimed at educating consumers about Palma's flagship product. Through rigorous A/B testing for creative optimization, Palma witnessed a 13% decrease in cost per impression (CPM) and a 36% decrease in cost per click (CPC), significantly improving the efficiency and effectiveness of their paid social campaigns.
4,000
Earned Profile Views
13%
Decrease in CPM
36%
Decrease in CPC
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