2.8X Higher Conversions
Driving Premium Product Awareness and Sales for Terrazzoarc via Meta Ads
Client Overview
Business Name: Terrazzoarc
Industry: Home Decor
Target Audience: Home decor enthusiasts and individuals looking for unique, premium gift items.
Services Provided
Video Ads Campaigns and Retargeting & Remarketing Ads
Challenge
When Terrazzoarc launched its Jesmonite-based home decor line, they faced several key challenges:
❌ Low product awareness – Jesmonite was a new material in Bangladesh, unlike white cement or gypsum, which are widely used and cheaper.
❌ Justifying premium pricing – With prices starting at 600 Tk per item, convincing customers to pay more than 200-250 Tk (for similar gypsum products) was a major hurdle.
❌ Limited brand reach – The brand had only 750 social media followers, making audience expansion critical.
Objectives
– Educate potential customers on the value and quality of Jesmonite compared to traditional materials.
– Increase brand awareness and expand social media reach to drive engagement.
– Optimize ad performance to ensure high ROAS while keeping the budget efficient.
– Scale sales & conversions while maintaining premium pricing.
Strategy & Execution
To achieve these goals, we structured a 4-phase ad strategy that evolved based on audience response.
Phase 1: Precision Targeting & Initial Ad Testing
✔️ Targeted high-income neighborhoods and Apple device users—indicators of premium buyers.
✔️ Launched static image ads, introducing the product with clean, elegant visuals.
❌ Challenge: Engagement was low, signaling a need for richer content.
Phase 2: Reels Ads for Visual Impact
✔️ Shifted to Instagram Reels Ads to show the product in a more dynamic way.
✔️ Increased engagement & awareness but sales remained below expectations.
Phase 3: Educational Content & Product-Making Tutorials
✔️ Switched focus to tutorial-based ads, showcasing the craftsmanship & uniqueness of Jesmonite products.
✔️ Educated the audience on why Jesmonite is superior to cement/gypsum.
✔️ Dramatic increase in engagement, longer watch times, and stronger product interest.
Phase 4: Reels Ads with Lifestyle Integration
✔️ Re-engaged educated audiences with aspirational lifestyle-themed Reels ads.
✔️ These final-phase ads converted at a much higher rate due to increased familiarity with the product.
Platform Focus: Instagram-first approach, as engagement was highest there.
Results & Performance Metrics
Our data-driven approach resulted in massive improvements in engagement, sales, and brand reach:
– Sales Growth: Monthly sales tripled, successfully selling products at premium pricing.
– Engagement Surge: Time spent on ads increased 4X, especially for tutorial-based content.
– Follower Growth: Instagram followers increased from 750 to over 3,000.
– Higher Customer Trust: Audiences who engaged with product-making videos were 2.8X more likely to purchase.
– Lower Cost per Engagement: Tutorial ads generated 80% more interactions at a lower ad spend.
✔️ Video-based ads outperformed static images in engagement & conversions.
Key Takeaways & Conclusion
– Educational content builds trust and helps justify premium pricing.
– Video-based ads outperform static ads, especially in the home decor niche.
– Targeting affluent buyers with high-end lifestyle content increases conversions.
– Adapting ad creatives based on engagement trends is critical for success.