Case Study: How an Instagram Audit Drove a 40% Decrease in Cost Per Sale for a Beauty Brand

Client: Natural Beauty Brand
Industry: Makeup, Skincare, and Haircare Products
Objective: Increase sales, engagement, and social media performance through a strategic Instagram overhaul

Follower base growth stagnating with minimal increase
Low engagement rate of 8%
Website traffic down by 15% month-over-month
Sales steadily decreasing, with conversion rates at 3%
High cost per sale, averaging $25

15% increase in sales
25% increase in engagement rate
35% increase in website traffic
40% decrease in cost per sale, now it is $15
310% increase in follower base
3 successful collaborations with high-profile influencers

A beauty company specializing in makeup, skincare, and haircare products made from natural ingredients approached Tuple Strategy after a disappointing experience with another advertising agency. Despite growing their follower count, the previous agency failed to generate significant sales. Each month, both sales and engagement steadily decreased, leaving the brand in need of a solution that would bring tangible results.

The brand turned to Tuple Strategy for a comprehensive Instagram Audit. Our team provided a detailed, actionable blueprint that the beauty company independently implemented, resulting in impressive improvements across their social media channels and overall marketing strategy.

Low conversion rates: Although the previous agency had attracted a significant number of followers, these users weren’t converting into paying customers. The brand’s messaging wasn’t effectively communicating the core benefits of its products, leading to low engagement and declining sales.
Unclear brand identity: The brand lacked a strong, consistent message around its values and benefits. Its natural, high-quality ingredients and affordability weren’t being highlighted enough to stand out in a crowded market.
Inefficient paid advertising: While there was some success in building a follower base, the advertising strategy wasn’t driving traffic or conversions.
Lack of influencer alignment: Influencer partnerships were not being maximized, as the previous strategy failed to align with the brand’s mission of promoting natural beauty and diversity.

Issue Identified: The brand’s key advantages—natural ingredients, high quality, and affordability—weren’t being effectively communicated.
Recommendation: We advised the brand to refine its core messaging around three pillars: Quality, Naturalness, and Affordability. We suggested that the brand’s content should focus on how their products empower women to feel confident in their natural beauty.
Outcome After Implementation: Once the brand applied these changes, the updated messaging resonated strongly with their target audience, resulting in a 35% increase in website traffic and a 15% rise in sales.

Issue Identified: The brand’s content lacked variety, engagement was low, and followers were not motivated to make purchases.
Recommendation: We proposed a content strategy that included a mix of product tutorials, user testimonials, educational posts, and behind-the-scenes Reels showcasing the production process. We also recommended engaging followers through Q&As and contests to increase interaction.
Outcome After Implementation: By diversifying their content and including Reels that told the story of their natural ingredients, the brand saw viral success. This led to a 110% growth in followers and a 25% increase in engagement rate.

Issue Identified: Previous ad campaigns were bringing in followers but not converting them into customers.
Recommendation: We suggested that the brand shift its ad strategy to focus on retargeting followers who had already engaged with the brand but hadn’t made a purchase. We also recommended ads that emphasized product benefits like natural ingredients and affordability to encourage conversions.
Outcome After Implementation: With the adjusted ad strategy, the brand saw a 40% decrease in cost per sale and a notable uptick in website visits and purchases.

Issue Identified: Influencer marketing efforts were misaligned, and the brand was not seeing much return from previous collaborations.
Recommendation: We recommended that the brand work with influencers who aligned with its mission of promoting natural beauty. Specifically, we advised partnering with influencers who were between the ages of 25 to 55, and had a unique look that didn’t conform to traditional beauty standards and who had a following of at least 200k.
Outcome After Implementation: These strategic partnerships led to a 310% increase in follower base, and the brand saw improved trust and credibility among its audience, driving higher engagement and sales.

The comprehensive Instagram Audit conducted by Tuple Strategy provided the beauty brand with a clear roadmap for success. By addressing issues around brand identity, content strategy, advertising, and influencer partnerships, the brand was able to implement a holistic marketing approach that extended beyond Instagram. The results spoke for themselves: a revitalized social media presence, stronger engagement, and, most importantly, increased sales.

Our Instagram Audit isn't just about followers and likes — it’s about building a stronger, more strategic approach that impacts your entire marketing ecosystem. Whether you’re struggling with engagement, conversions, or brand messaging, our tailored audit will uncover the key opportunities to elevate your social media presence and drive sales.

Get a detailed, actionable blueprint designed for your business needs, and take the first step toward a holistic marketing strategy that delivers real results.

Ready to get started? Order your Instagram Audit today and unlock the full potential of your brand!