Meta Lead Generation & Brand Awareness
Turning a Local Candle Brand Into a Digital-Ready Business
The Challenge
When I started working with Hailey Simmone Simply Scented, they had no digital footprint and their website was, in their own words, “embarrassing.” Despite having gorgeous, plant-based home fragrance products — handcrafted candles, car diffusers, and home diffusers made with coconut and apricot wax — they weren’t reaching anyone outside of word-of-mouth.
The founder wanted to sell online but had no leads, email list, or brand awareness. The task was straightforward:
Introduce the brand to the right audience.
Build a foundation of interested customers.
Set up a system for converting those leads into sales later.
Our Thought Process
I knew diving straight into sales ads wouldn’t work — this was a new brand online, so trust needed to be built first. People buy candles and diffusers for emotional reasons (comfort, relaxation, aesthetics), and that kind of connection takes more than a product photo.
Instead, we decided to give before asking.
Why a giveaway? A luxurious Home Fragrance Gift Box (candles, diffusers, bath soaks) would not only attract attention but also allow people to experience the product’s quality for themselves.
Why Meta? The target audience was active on Instagram and Facebook, especially in home décor and wellness communities.
Audience Research & Targeting
We built a particular audience profile to make sure we weren’t just reaching “anyone,” but the right someone:
Location: Seattle (primary market) and a broader U.S. audience with relevant interests.
Demographics: Primarily women aged 27–42 (secondary 22–50).
Psychographics: People who value eco-friendly, toxin-free products, enjoy home décor, and indulge in self-care rituals.
Behaviors: Frequent online shoppers of candles, diffusers, artisanal gifts, and those who actively engage with beauty, wellness, and décor content.
This meant that every dollar spent went toward people likely to love and buy the product.
Creative Development
This wasn’t just about posting an ad — it was about telling the brand story in a way that instantly connected with our audience.
Copywriting: I collaborated with our copywriting department (shout-out to Mary!) to create warm, inviting, and aspirational messaging. Instead of “buy now,” the language celebrated relaxation, home comfort, and the care put into each product.
Design: I briefed the design team to make the visuals as luxurious and clean as the products. The imagery was bright, calming, and lifestyle-oriented, so people could imagine the products in their homes.
Landing Page: Instead of sending people to the old website, we built a focused, conversion-optimized landing page. It visually told the brand story and had a single clear action: enter the giveaway.
Campaign Execution
We ran the campaign with the following structure:
Platform: Meta (Facebook + Instagram)
Daily Budget: $10/day
Ad Copy Example:
Primary Text: “Handcrafted, plant-based & clean-burning. Win a luxurious fragrance gift box!”
Headlines: “Win a Signature Fragrance Gift Box,” “Long-Lasting & Clean-Burning,” “A Story Rooted in Love & Quality.”
Description: “Limited-time offer.”
Traffic from the ads was directed to the landing page, where users filled out their details to enter the giveaway, building our lead list.
Meta Performance:
Reach: 4,238
Impressions: 7,391
Frequency: 1.74
Clicks: 538
CTR: 7.28%
CPC: $0.60
CPM: $43.40
Amount Spent: $320.78
Landing Page Performance:
Views: 680
Leads Captured: 306
Conversion Rate: 45%
Impact
- Conversion Rate Increase: The overall conversion rate improved by 18%, exceeding the initial target.
- Revenue Growth: The CRO efforts led to a 22% increase in monthly revenue.
- User Experience Metrics: Bounce rates dropped by 20%, and average session duration increased by 15%, indicating a more engaging user experience.
- Mobile Performance: The optimized mobile experience resulted in 25% higher conversions and a 30% reduction in cart abandonment.
Duration
April 2 – May 12, 2025
Client
Hailey Simmone Simply Scented Wix & More
Services
Meta Lead Generation & Brand Awareness
Budget
$10/day (~$320 total)
Key Takeaways
Give before you ask: Starting with value builds trust and connection.
Know your audience: Targeting with precision meant every click came from someone genuinely interested.
Collaboration matters: Copy, design, and strategy worked hand-in-hand to deliver results far above industry averages.
Small budget ≠ small impact: With the right strategy, $320 became 306 quality leads.
