1️⃣ Strategic Foundation & Market Research

Eco-conscious consumers care about values, sustainability, and product quality — so I started by researching:

• Current trends in sustainable shopping
  
• The target market: environmentally conscious buyers, zero-waste shoppers, and health-conscious families
  
• Key differentiators: biodegradable, plastic-free, reusable, and ethical sourcing
  
  

I crafted a values-driven ad strategy that aligned with the brand’s mission and focused on both education and conversion.

2️⃣ Audience Targeting

I created layered targeting to reach cold, warm, and hot audiences across both Facebook and Instagram:

• Interest Targeting: sustainability, zero waste, eco-living, plastic-free, organic lifestyle, green home
  
• Behavioral Targeting: online shoppers, environmentally active users, engaged with eco pages
  
• Custom Audiences: website visitors, video viewers, add-to-cart users
  
• Lookalike Audiences: based on past purchasers, email list, and engaged users
  
  

3️⃣ Campaign Structure

 I structured the campaigns using a 3-Phase Funnel with Campaign Budget   Optimization (CBO):

• Top of Funnel (TOF): Focused on storytelling — brand mission, environmental impact, and lifestyle transformation
  
• Middle of Funnel (MOF): Targeted users who engaged with TOF ads or visited the website — used UGC, reviews, and product highlights
  
• Bottom of Funnel (BOF): Focused on conversions — cart abandoners and product viewers saw urgency-driven offers and social proof
  
  

4️⃣ Creatives & Copy Strategy

Eco-friendly buyers respond well to authenticity, education, and benefits, so I used:

• Product demo videos showing how each eco-product replaces wasteful alternatives
  
• Lifestyle images highlighting sustainability in real life (kitchen, bathroom, shopping)
  
• User-generated content and testimonials for social proof
  
• Copywriting themes:
  
  
  • “Small Changes. Big Impact.”
    
  • “Plastic-Free Living Starts Here.”
    
  • “Join 10,000+ Homes Living Greener Today.”
    
    

Included benefit stacks like: non-toxic, reusable, recyclable, compostable, and cruelty-free.

5️⃣ Tech Setup & Conversion Tracking

For full tracking accuracy and optimization:

• Installed Meta Pixel with key events (ViewContent, AddToCart, InitiateCheckout, Purchase)
  
• Integrated Conversions API to reduce signal loss
  
• Synced with product catalog for Dynamic Product Ads (DPA)
  
  

This enabled tailored retargeting and consistent conversion reporting.

6️⃣ Optimization & Scaling

Daily monitoring and weekly analysis helped keep performance high:

• Paused low-performing ad sets and reallocated budgets to winners
  
• Scaled through budget increases and lookalike expansion
  
• Kept creative rotation fresh to combat ad fatigue
  
• Analyzed ROAS, frequency, CTR, and cost-per-purchase to inform decisions
  
  

7️⃣ Offer Tactics & Conversion Boosters

Eco-conscious buyers are deal-sensitive — so I used:

• First-time buyer offers (“Get 10% Off Your First Plastic-Free Kit”)
  
• Free shipping on bundles or specific AOV
  
• Limited-time bundles (e.g., “Zero Waste Starter Kits”)
  
• Highlighted mission-based value (“Every order saves 100+ plastic items from landfills”)
  
  

✅ Results Summary

Thanks to a mission-driven strategy, tight targeting, and conversion-focused execution:

• Total Ad Spend: $11,420.80
  
• Revenue Generated: $267,950.00
  
• ROI: Over 23x
  
  

Outcome: Explosive growth in revenue, a strong brand story in the market, and a loyal, eco-minded customer base