From As Seen on TV to DTC Sales. 182% increase in direct web traffic.
Introduction
InStyler is a line of hair tools best known for their Rotating Iron. InStyler originally sold their products primarily through infomercials, but wanted to move their sales to their .com store.
Challenge:
InStyler faced a critical inflection point in their business. After years of success with the traditional “As Seen on TV” infomercial model, they needed to pivot to direct-to-consumer (DTC) sales through their website. This is where RISE DTC entered the picture with a comprehensive digital advertising strategy across Google, Meta, and TikTok platforms.
Solution
- Capturing high-intent traffic through Google Ads via a search campaign focused on branded terms to capture those already familiar with InStyler, but who were now searching online instead of calling the TV number
- Competitor campaigns targeting users searching for similar styling tools, highlighting InStyler’s unique rotating technology as a differentiator
- Discovery and YouTube campaigns that used shortened versions of InStyler’s infomercial content
- User-generated content campaigns in Meta Ads featuring real customers across age demographics
- “Before and after” carousel ads showcasing transformations possible with InStyler products
- Split-testing of different visual styles in TikTok to identify what resonated best with TikTok audience
- Develoepd shoppable purchase journeys in TikTok
Results
- 452% increase in revenue
- 243% increase in ROAS
- 481% increase in web traffic