WebCitz started working with this client in 2019
- Client: Bear's Beeswax (website offline)
- Platform: Shopify
- Industry: Health & Wellness, Manufacturing / Industrial
- Services: Digital Marketing, Ecommerce, Maintenance / Support
The Challenge
Bear’s Beeswax produced a high-quality, natural beeswax lip balm and sought to break into the competitive online personal care market. The primary hurdle was the price point: selling individual units of lip balm online often leads to a “negative ROI” once advertising costs and shipping are factored in. The client needed a marketing partner who could not only drive traffic but also engineer a sales strategy that protected their profit margins.
The WebCitz Solution
WebCitz moved beyond standard ad management to provide strategic consulting on product positioning and unit economics:
- Strategic Product Bundling: To combat thin margins, we advised the client to pivot away from single-unit sales. We implemented a “Multi-Pack” strategy, forcing sales into bundles. This increased the Average Order Value (AOV), making it mathematically possible to cover the cost of a click while remaining profitable.
- Iterative Social Media Marketing: We managed Facebook Ads campaigns, testing multiple creative iterations and audience segments to find the “sweet spot” for natural skincare enthusiasts. We focused on the brand’s unique beeswax origin to differentiate them from mass-market competitors.
- Search Engine Marketing (SEM): We utilized Google Ads to capture high-intent shoppers searching for natural and beeswax-based lip care. We constantly refined these campaigns to lower the CPA and find the most efficient path to conversion.
- A/B Testing & Data Analysis: Throughout 2019, we went through several iterations of ad copy and landing page layouts. We monitored the data closely to determine which messaging resonated most with the target demographic.
- Transparent Campaign Management: We maintained a candid relationship with the client regarding growth speed and ROI. When the campaign showed signs of success but wasn’t scaling at the pace required for the client’s specific business goals, we facilitated a clean wrap-up of the marketing efforts.
The Result
The work for Bear’s Beeswax showcased WebCitz’s ability to tackle the “micro-economics” of e-commerce. By restructuring the sales model into packs, we proved that even low-cost items can be marketed effectively if the strategy is right. Although the campaign was cut short, the data and strategy we provided gave the client a clear blueprint for how to approach digital sales and unit profitability in a crowded marketplace.
