From scroll to cart, we break down our own influenced purchases, thinking as consumers first, overanalysing it as digital marketers after. 

Korres Eau De Toilette: Meta Retargeting marketing

Growing up in Greece, Korres was a brand that was always around, but never felt compelled to buy. Maybe it was a case of it being easily available, it wasn’t until years later I was watching a Greek American influencer do a pharmacy haul in Greece featuring the brand.

As a consumer I did what most consumers do, searched, browsed and added too many products to my cart, 11 products to be exact, and I just… left.

The next day, the retargeting ad appeared. And here’s the thing, even as someone who builds these campaigns for a living, it worked. A few seconds of attention was enough to bring me back to the website and now I smell like August’s breeze.

Why it worked?

Familiarity, emotional investment and retargeting timing.

Huda Beauty Lip Stick: Brands ethos

I love all things beauty, skin care and fashion, but in the last few years, when possible, I try to be more conscious about the brands I support.

Huda Beauty was a brand that stood out to me in the last few years, not for its products, but for its clear moral positioning. Although an offer (spend more, get a bag of goodies) pushed me to purchase, I wouldn’t have considered it without already buying into the brands values.

Why it worked?

Trust first, promotion second.

Wonderskin Lip stain: Google ads

Lip stains were everywhere on my social media feeds, but this purchase was influenced by a friend’s recommendation first. When I then searched for lip stains, a sponsored Google shopping ad for Wonderskin appeared and sealed it.

Why it worked?

High intent and visibility.

Manucurist: Instagram advertising

I had never heard of Manucurist before seeing their Instagram ad, no prior exposure, no search, no consideration.

Their advert showcased clear benefits, with clean visuals and a bundle offer. I clicked and bought immediately. It might have been top of the funnel, but I converted.

Why it worked?

Compelling offer, and clear messaging.

Looking at these examples, you might come to the same conclusion as me, no single tactic works alone! Being visible matters, and being visible at the right moment counts, being there during and after curiosity, during decision making and with the right message. If you want your brand to do the same, let’s talk!