Too Faced Cosmetics’ new Kissing Jelly Lip Gloss is a fun, nostalgic, and ultra-hydrating lip product. To turn this product into a must-have beauty item in consumer’s daily rotation, I have created the Juicy Lips, Jelly Drip campaign. This ad campaign will focus on getting beauty lovers to discover, engage with, and purchase this viral-worthy lip gloss that taps into the Y2K era.

Let’s look at how I’m going to make it happen.

Campaign Objectives

The main goal of this campaign is sales (conversions)- the goal is for people to see the ad, fall in love with the gloss, and buy it directly from the Too Faced Cosmetics website. While sales are the top priority, I’m also aiming for Engagement and Brand Awareness to be notable factors in this campaign.

Engagement will encourage beauty and Too Faced Cosmetics’ lovers to interact with the ads and even create their own content using the gloss such as GRWM’s or simply product reviews. Brand Awareness will introduce the Kissing Jelly Lip Gloss to a young adult, trend-conscious audience.

To make sure the campaign is reaching the right audience, Facebook’s auction system and focusing on the highest volume bidding will allow ads to be shown to as many potential buyers as possible within the set budget for the campaign. 

The following is an example of one of the ads that will run:

Reaching the Right Audience

The target audience for this campaign is women aged 18-30 in the United States- the perfect age for this fun, Y2K-inspired product. The ideal buyer loves beauty trends, cosmetics (particularly Too Faced Cosmetics), lip gloss/balm, and online shopping/retail. 

By narrowing down to the audience to beauty lovers who already shop for cosmetics online, the chances of converting clicks into purchases are maximized. 

Where Will the Ads Appear?

To make sure the Juicy Lips, Jelly Drip campaign reaches beauty fans wherever they care to scroll, ads will be placed on the following platforms:

Facebook feeds, stories, marketplace, right column, and business explore page. Instagram feeds, stories, explore page, profile feeds, and search results. Audience Network ads inside beauty-related mobile apps and websites.

These placements ensure that when someone is scrolling Instagram for beauty inspo or checking Facebook Marketplace for new products to use, they’ll come across Too Faced Cosmetics’ irresistible lip gloss. 

Budgeting & Success

This campaign will spend $30,000 over a one-month period (March 1st-April 1st, 2025), with a $300 daily budget.

The success will be measured through: 

Cost Per Click (CPC): $1.00-$1.75 – the lower, the better.

Cost Per 1,000 Impressions (CPM): $8-12 – more reach for the cost.

Click-Through rate (CTR): 2.5% – higher means strong ad engagement.

Conversion Rate: 4-5% – the percentage of visitors who will actually buy.

The Return on Ad Spend (ROAS): 3x – for every $1 spent, the goal is to earn $3+. 

By keeping an eye on these numbers and tracking campaign metrics, I can adjust ad creatives, budgets, and targeting to make sure the campaign is getting the most sales possible. 

Overall

The Juicy Lips, Jelly Drip campaign is about inspiring young adults to tap into the nostalgic Y2K era that they want to revisit. By focusing on high-intent shoppers, placing ads where they already scroll, and optimizing for conversions, this campaign will help Too Faced Cosmetics turn their Kissing Jelly Lip Gloss into the must-have product of the spring season.