Crash Test: Paid Advertising on Facebook

Last year, we proudly told you that we weren't using paid advertising to promote our organic cotton underwear. This year, however, everything is different.

Why the change of course?

First, the organic sector is in freefall, and I won't even mention the fashion sector; I've already seen 4 closures. As we've hinted, times are tough, and we need to limit investments.

However, we still need to acquire customers. And even though we've revamped our SEO strategy, at some point, we need cash flow.

In full transparency (perhaps wrongly, as competitors will probably see this), here's what we've spent:

Over two months, with highly targeted advertising, we spent €100. From that €100, we acquired about fifty new customers, resulting in approximately 15 orders. The budget spent was indeed profitable. €100 over two months is nothing, I'm well aware, but it's a lot for a small, human-sized brand.

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An ethical versus financial dilemma

I would truly love to grow our community organically, but that's no longer enough. Not enough because we are still one of the oldest French brands offering organic lingerie, and despite that, many people don't know us.

This question isn't about us becoming a huge company with different values; we won't change. When Cathy founded Peau-Ethique, she had a very specific idea: to find organic/fair trade clothing at a fair price. To this day, we haven't deviated one iota from that guiding principle.

I don't know if we'll advertise again. Above all, we want to acquire a solid customer base that will love our products and recommend us.

Obviously, when you're in the ethical sector, advertising is "frowned upon." We're not trying to create a need; we're trying to encourage less but better consumption. Perhaps future customers have seen our brand but don't have an immediate need, and the purchase will happen later. As you know, we still send out almost non-commercial newsletters, which is ironic for an e-commerce site.

Next time (if the topic interests you, of course), I'll talk about influence.

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Peau-Ethique