CASE STUDY: Madison Reed
41% More Customers
With Custom Landing Pages & Rapid Creative Testing
Madison Reed was founded in 2013 with a single mission: to empower women to color their own hair with home delivery kits at a fraction of the price of traditional salons. Their promise was to provide luxurious home hair color products starting at just $22/month.

Madison Reed created a rich online experience, including a virtual try-on tool and color-matching quiz to help women select from 55+ shades, all free of ammonia and parabens.
THE CHALLENGE
Accelerate Growth
Since 2018, Primer has partnered with Madison Reed on Facebook marketing, aiming to dramatically ramp up new customer acquisition. For the first year and a half, the sole focus was to drive prospective customers to their online experience.

Then in 2019, Madison Reed came to Primer with a challenge to support their expansion into brick and mortar Color Bar locations.

Together, we needed to find big wins quickly with a new product offering, positioning in the marketplace, and brand pillars.
The First Six Weeks
TESTS
LAUNCHED
2,231
WINNING
ADS
254
Increased Testing to
Support Increased Scale
0
WEEK 0
403
WEEK 4
2,231
WEEK 6
7,044
NOW
TOTAL TESTS
LAUNCHED
7,044
THE STRATEGY
In just 4 weeks, Madison Reed and Primer collaborated to produce over 400 tests across videos, images, copy variations and landing pages.The focus was on finding top performers to scale while hitting the goal CPA.

Primer's proprietary software was the key to launching and optimizing hundreds of tests quickly. The platform is powered by AI that pauses underperforming ads and boosts budget quickly to the early standouts.

What was the strategy?
Lucky for us, this kind of challenge is our speciality. We know that in digital marketing the key to scaling customer acquisition is rapid creative, copy, and landing page testing.

Primer is uniquely positioned with a creative team, marketing team, and landing page platform that can generate the high volume of testing required to successfully scale on Facebook’s ad platform.

We had done it for Madison Reed before. During the first six weeks of the partnership, Primer launched over 2,200 tests to find over 250 winning ads. To date, Madison Reed has run over 7,000 tests through their partnership with Primer.
THE RESULTS
54%
increase in YoY*
purchase conversion rate
41%
increase in
YoY* customers
400
tests in
4 weeks
*based on January 2020 results compared to January 2019
THE WINS
1. CLEAR WINS
ADS
Together, we found three distinct scalable wins:
 
2. BIG WIN
LANDING PAGE
3 Simple Steps
Landing Page
Through its platform, Primer tested dozens of Facebook-friendly, mobile first landing pages for Madison Reed. Among these tests, Primer found a big win with the 3 Simple Steps landing page, propelled by a new call to action.
In the end, Primer's landing page increased click to purchase conversions by 54%. Paired with creative wins, total customer acquisition increased 41%.
Grow Faster
Get in touch for a free strategy call to find out how you can hit your growth goals on time and on budget.