{"id":10980,"date":"2025-10-08T13:35:38","date_gmt":"2025-10-08T17:35:38","guid":{"rendered":"https:\/\/j7.tactikdev.com\/etudes_cas\/popbrush\/"},"modified":"2026-01-28T16:30:54","modified_gmt":"2026-01-28T20:30:54","slug":"popbrush","status":"publish","type":"etudes_cas","link":"https:\/\/www.j7media.com\/en\/etudes-de-cas\/popbrush\/","title":{"rendered":"PopBrush"},"content":{"rendered":"","protected":false},"featured_media":14168,"template":"","class_list":["post-10980","etudes_cas","type-etudes_cas","status-publish","has-post-thumbnail","hentry"],"acf":{"entete_fichier_video":10874,"sous_titre":"","entete_titre":"PopBrush","entete_contenu":"&nbsp;\r\n\r\nPopBrush is a French company that sells ergonomic hair brushes that painlessly detangle hair.\r\n\r\nIn April 2021, PopBrush reached out to J7 Media with the following mandates: boost the company\u2019s acquisition strategies, lower the cost per acquisition, and increase sales.\r\n\r\nConfident in our ability to help this e-commerce company, J7 Media began its audit of PopBrush\u2019s account in order to determine the best course of action to achieve the company\u2019s objectives.\r\n\r\n&nbsp;","client":"PopBrush","siege_social":"Paris","objectifs":"<ul>\r\n \t<li data-start=\"78\" data-end=\"153\">\r\n<p data-start=\"80\" data-end=\"153\">Build a campaign structure that allows us to centralize our budget.<\/p>\r\n<\/li>\r\n \t<li data-start=\"154\" data-end=\"190\">\r\n<p data-start=\"156\" data-end=\"190\">Reduce CPA by more than 30%.<\/p>\r\n<\/li>\r\n \t<li data-start=\"191\" data-end=\"257\">\r\n<p data-start=\"193\" data-end=\"257\">Increase ad spend while remaining profitable for the client.<\/p>\r\n<\/li>\r\n<\/ul>","defis":"Pop Brush needed to simplify an overly fragmented account structure, avoid audience overlap, and address the lack of optimizations that was dragging down performance\u2014while aiming to reduce CPA and scale spend profitably.","etudes_de_cas_contenu_secondaire_repeater":[{"image":"","titre":"Our Initial Assessment","contenu":"&nbsp;\r\n<ul>\r\n \t<li>Far too many active campaigns with a significant budget.<\/li>\r\n \t<li>Too many overlapping audiences.<\/li>\r\n \t<li>Well-structured\u00a0sets with great ads\u2026<\/li>\r\n \t<li>...but the client\u2019s account and campaigns weren\u2019t optimized, so their results were taking a hit!<\/li>\r\n<\/ul>\r\n&nbsp;"},{"image":"","titre":"Our Objectives","contenu":"&nbsp;\r\n<ul>\r\n \t<li>Implement a campaign structure that would allow us to centralize the budget.<\/li>\r\n \t<li>Reduce the CPA by more than 30%!<\/li>\r\n \t<li>Increase the advertising budget and still guarantee a profit for the client.<\/li>\r\n<\/ul>\r\n&nbsp;"},{"image":"","titre":"Our Strategy","contenu":"&nbsp;\r\n<ul>\r\n \t<li>Restructure the account according to Facebook\u2019s POWER5 best practices.<\/li>\r\n \t<li>Optimize the use of well-performing ads.<\/li>\r\n \t<li>Create a pool of new ads.<\/li>\r\n<\/ul>\r\n&nbsp;"}],"titre":"R\u00e9alisations","etudes_de_cas_realisations":[{"video":null,"image":10876,"titre":"Account restructuring","contenu":"&nbsp;\r\n\r\nTo get a clearer understanding of the account, we reduced the number of campaigns from 22 to 13 in two months. The following month, we were down to 10 campaigns and began working on diversifying the client\u2019s advertising strategy (Lead generation, branching into the UK market).\r\n\r\nDoing so allowed us to centralize our budget, determine which audiences were performing best, and drastically increase our results.\r\n\r\nIn addition, with a far simpler account structure, we were also able to test new audiences and creatives.\r\n\r\n&nbsp;"},{"video":null,"image":10877,"titre":"Repurposing & adapting content","contenu":"If you have pieces of content that already work, <strong>don't reinvent the wheel: repurpose and adapt the winning formulas!<\/strong>\r\n\r\nWe used this strategy to produce all of our \u2018new\u2019 creatives for PopBrush\u2019s campaigns because we know there are plenty of advantages to replicating successful content.\r\n\r\nHere are some examples of PopBrush\u2019s winning ads and the variations we produced afterward."},{"video":null,"image":10878,"titre":"Lead generation","contenu":"&nbsp;\r\n\r\nAs the client already had a well-established email marketing strategy, we also decided to dedicate several campaigns to lead generation. For one of our campaigns, we created a Lead Magnet that offered prospects a free eBook.\r\n\r\nTo collect more customer emails, we sent prospects targeted ads promising the free eBook.\r\n\r\nThey were then redirected to a landing page that asked prospects for their first name and email address in exchange for the free eBook.\r\n\r\nProspects were then redirected to a confirmation page to download the eBook for free. At this point, they were also invited to discover PopBrush\u2019s products on the client\u2019s website.\r\n\r\nNow that we have an even larger email database, most sales also come from the emails that the client regularly sends to prospects!\r\n\r\n&nbsp;"}],"bloc_resultats_titre":"Impressive results","bloc_resultats_contenu":"In just three months, Pop Brush reduced its CPA while doubling its advertising budget. The result: 7,688 sales in August, compared to 2,392 before the account takeover\u2014driven by twice the investment, but significantly higher profitability.","etudes_de_cas_resultats_repeater":[{"nombre":"4","titre":"CPA","contenu":"Decrease in the client\u2019s initial CPA three months after J7 Media took over the account."},{"nombre":"40000","titre":"Increase in monthly budget","contenu":"We increased the budget by 100% in three months."},{"nombre":"3.21","titre":"Number of sales","contenu":"7688 sales in August vs. 2392 (before J7 Media acquired the account) with a budget twice as large. 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