Nude By Nature
Building a Natural Foundation for Growth in Canada
From Down Under To True North
Celebrating 10 years of natural beauty, Nude by Nature, Australia’s No. 1 mineral makeup brand, entered the Canadian market in 2018. Proudly cruelty-free and PETA-certified, Nude by Nature’s promise is to deliver high-performing natural formulas that provide a beautiful finish and benefits that go beyond make-up.
Being new to the Canadian landscape, Nude by Nature was in search of a partner who not only had experience in beauty and retail but also had proven success launching brands into Canada with a purposeful and strategic approach to digital advertising. Our work with iconic Canadian retail brands, Roots and Holt Renfrew, helped make Arcane the obvious choice.
Fig. III.VIII.I - Nude By Nature
Priming The Canadian Market
As a new brand competing with many established companies in the Canadian cosmetics market, Nude by Nature partnered with Arcane to develop and execute campaigns that create awareness, educate consumers, influence brand consideration, and drive footfall and sales. Integrated digital tactics include Paid and Organic Search, Paid Social, and Display.
Data-driven decision making and optimization were at the core of Nude by Nature’s success breaking into the Canadian market. To measure the efficacy of the campaign, Arcane partnered with Google (including collaborative meetings) to carry out Brand Lift studies to better understand the impact of the campaign in the market. Arcane also created a customized real-time dashboard specific to Nude by Nature’s KPIs that integrates Google Analytics, Google Ads, and Facebook Business Manager data — making reporting and collaboration possible across different time zones.
Fig. III.VIII.II - Nude By Nature
We’ve influenced millions of Canadian customers
Fig. III.VIII.III - Nude By Nature
From launch, we were able to reach 3 million people across Canada, resulting in 120,000 link clicks directly through our paid social efforts alone (with only half a year in the market). Brand Lift data showed a 40.1% relative lift in ad recall and 27.3% lift in brand awareness.
Fig. III.VIII.IV - Nude By Nature
Canadians wanted to know more about Nude by Nature.
54.64% increase in clicks on Nude by Nature’s branded Paid Search campaign shows the growing popularity of the brand in Canada
48.59% increase in clicks in the generic Paid Search campaign shows how Arcane was able to position and optimize Nude by Nature as a new choice for consumers in Canada
Fig. III.VIII.V - Nude By Nature
The partnership, transparent collaboration, integration with PR, and experimentation between Arcane and Nude by Nature was central to the success of the campaigns.