Glamnetic is the beauty brand behind the industry’s premier magnetic lashes and liners, which have been lauded by celebrities and influencers like Doja Cat, Iggy Azalea, and Christina Milian.
Within a year, the company scaled from a bootstrapped operation in its founder’s apartment to a global eCommerce name driving $50 million in revenue.
We sat down with Margaret Fortner, Head of Growth at Glamnetic, to discuss topics like:
- Unprecedented challenges faced by marketers in the post-iOS 14 era
- How Disco Audiences fares compared to other custom audiences
- Leveraging Disco to intelligently reach and acquire customers
Finding Your Audience in a New Landscape
Having launched in June 2019, 2020 was a great year for Glamnetic, as it was for many brands.
After all, Facebook’s “golden era” of targeting ran from 2016 to 2021. But once iOS and privacy updates rolled out, the standard suite of paid targeting platforms was effectively stunted.
Glamnetic saw immense growth through paid social to start, but these changes quickly forced Margaret to pivot, test, and diversify their marketing channel mix.
Losing Classic Paid Strategies
Since then, she’s seen the efficacy and capital efficiency of running Facebook campaigns — from broad targeting to lookalikes to interest groups — shift.
Today, we see a notable cap on Facebook’s capabilities. After the iOS rollout, Margaret immediately noted a drop in click-through rates despite using the exact same creative.
As such, she’s been testing varied Facebook strategies, trying out TikTok, diversifying creative, and even running TV ads — all in efforts to efficiently re-engage and acquire customers.
The Disco Promise
Prior to Disco Audiences, Margaret relied on lookalikes from CRM lists, interest audiences via Facebook, and other custom audience tooling to drive net new user acquisition.
Now more than ever, she emphasizes the obvious value of having strong first-party data.
Most of her partners set themselves up as second-party data vendors that provide more accurate and expansive data than the third-party results of Facebook, TikTok, etc.
With Disco, Margaret is by and large more confident in the data Glamnetic gets.
The team knows precisely what brands are in-network, and she can essentially dive into the data pool to decipher and define what info is most relevant and helpful.
“Facebook could display the best ad in the world, but it might be to an irrelevant audience that won’t click on it. With Disco, we actually get that audience back.”