Facebook Ad Campaign: Applying Glossier’s Strategy
I developed a mock paid social media campaign using Facebook Ads Manager for Glossier, focusing on the product Futuredew. The goal was to align paid strategy with the brand’s established presence while meeting the required campaign setup components: objective selection, audience targeting, placements, budget, and performance metrics.
Campaign Objective
I selected Sales as the primary objective. While brand awareness and engagement are central to Glossier’s overall strategy, the brand already maintains strong recognition and community interaction across platforms. Therefore, I decided to prioritize measurable purchase behavior.
This objective reflects the idea that social media functions not only as a relationship-building tool but also as a measurable business channel.
Target Audience
The audience was designed to reflect Glossier’s digitally native, beauty-conscious consumers.
Demographics:
Ages 18–35
All genders
Locations: New York, California, Texas
Interests:
Skincare
Makeup
Self-care
Sephora
Ulta Beauty
Minimalist lifestyle
Behaviors:
Engaged shoppers (clicked “Shop Now” recently)
Online beauty purchasers
This targeting balances relevance and performance by combining beauty-related interests with behaviors that signal a strong likelihood to convert.
Ad Placements
Selected placements include:
These placements maintain a mobile-first, scroll-native experience. Because Glossier’s paid ads closely resemble organic content, ideal placements are needed for blending into users’ feeds without feeling out of place.
Budget & KPIs
Budget Type: Ad Set Budget
Daily Budget: $60
Campaign Duration: 30 days
Total Budget: $1,800
Key metrics for success focus on efficiency, reach, and revenue impact. Cost per click (CPC) measures how much is paid for each visitor who clicks on the ad, helping determine how efficiently the campaign generates traffic to the Glossier website. Conversion rate is the percentage of visitors who complete a desired action, such as clicking on the “Shop now” button. Together, these metrics reveal whether the campaign is both attracting potential customers and successfully converting them into revenue.
Ad Creative
The ad I created followed Glossier’s signature minimalist aesthetic. The design is clean, simple, and conversational, mirroring the brand’s organic content style.
Conclusion
This campaign mirrors Glossier’s organic tone by using conversational copy and a simple, clean visual aesthetic. Instead of interrupting users with highly produced advertisements, the ad integrates naturally into the feed. Overall, this mock campaign showed how Glossier can extend its reach and generate conversions through paid media without compromising its community-driven identity.
Hi, I’m Allison!
I am a graphic and interactive designer, ready to craft strategy-driven and engaging designs for you now!