Paid Social · 2025
Lush, Holiday Collection Traffic Campaign
A Meta Ads Manager campaign driving Instagram and Facebook traffic to Lush's Holiday 2025 Collection on lush.ca, $20/day for 14 days, optimized for Landing Page Views.
Client
Lush Cosmetics Canada
Industry
Beauty · Retail · E-commerce
Role
Paid Social Strategist
Year
2025
Case Study · 06
"Holiday shoppers aren't browsing, they're checking off a list. The brand that makes the gift decision feel certain wins the click. Lead with confidence ('Holiday Favourites Are Back') and stack proof codes (handmade, cruelty-free, vegan) instead of stacking discounts."
Objective
Increase e-commerce traffic to Lush Cosmetics' Holiday 2025 product collection by targeting beauty-conscious Canadian consumers on Instagram and Facebook and driving them directly to the Lush website.
Result
A complete, ship-ready Meta Ads Manager build: 'Lush Holiday Collection Traffic Campaign - 2025,' $280 total budget, Dec 1-14, Landing Page Views objective, with audience targeting, creative copy, headlines, CTA and 1080×1920 vertical creative mocked across Feed, Stories, Reels and Audience Network.
Deliverables
- ·Campaign brief & objective selection (Traffic / LPV)
- ·Ad set 'Holiday Beauty Enthusiasts - Canada' with demo, geo, interests, behaviors and keywords
- ·Ad copy, headline and CTA
- ·1080×1920 vertical creative concept
- ·Mockups across Instagram Feed, Stories, Facebook Feed and Mobile Native
- ·Budget pacing ($20/day × 14 days)
Skills applied
01
Challenge
Every beauty brand crowds Meta in late November and early December. With a small $280 test budget, the campaign had to convert click-intent fast, not chase reach, while staying loyal to Lush's handmade/cruelty-free/vegan codes.
02
Insight
Holiday shoppers aren't browsing, they're checking off a list. The brand that makes the gift decision feel certain wins the click. Lead with confidence ('Holiday Favourites Are Back') and stack proof codes (handmade, cruelty-free, vegan) instead of stacking discounts.
03
Strategy
- ●Pick the Traffic objective with Landing Page Views optimization to bias for visits that actually load the holiday collection page.
- ●Stack interest targeting across skincare, clean beauty, bath bombs, organic beauty and competitor brands (Sephora, The Body Shop, Paula's Choice).
- ●Layer behaviors, online shoppers, engaged shoppers who clicked 'Shop Now' in the past 7 days, for buying intent.
- ●Add high-intent search keywords ('Holiday gift sets,' 'Self-care products,' 'Bath bombs Canada,' 'Vegan skincare').
- ●Ship vertical 1080×1920 creative with bold black-and-white type over festive product photography.
04
Execution
- ●Configured the campaign and ad set in Meta Ads Manager with Canadian targeting and major-city emphasis (Toronto, Vancouver, Montreal, Calgary, Ottawa).
- ●Wrote primary ad copy, headline ('✨ Holiday Favourites Are Back, Shop Now ✨') and 'Shop Now' CTA pointing to lush.ca/en/holiday/.
- ●Designed creative with the 'Limited Edition Holiday Favourites' lockup and the 'Cruelty-Free · Handmade · Vegan' proof badge.
- ●Mocked placements across Instagram Feed, Stories/Reels, Facebook Feed and Mobile Native so the buyer could see every surface before approval.
05
Outcome
- ●A campaign system that respects audience attention rather than competing for it.
- ●Clear behavioral anchors for each phase of the gifting window.
- ●Tight, defensible cost discipline ($20/day) with a single conversion-aligned KPI.
06
Key Learnings
- ●In saturated seasons, restraint is a growth strategy.
- ●Resolving anxiety converts better than creating excitement.
- ●On a small Meta budget, narrowing on intent (LPV + behavior) beats widening on reach.
07
What I Would Do Next
- ●Run a post-campaign breakdown on CTR by interest cluster to refine 2026 targeting.
- ●Test a TikTok mirror of the same creative as a 9:16 spark-ad to compare cost per LPV.
- ●Extend ritual framing into Valentine's and Mother's Day windows.
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