The Brazilian brand of skin and hair care, Ricca, from Belliz Company, made a revolution in its e-commerce by tripling its sales in just eight months. The change was made possible thanks to a restructuring carried out in partnership with Nação Digital, FCamara group company. The initiative, that began in 2022, transformed the brand's digital presence and enhanced the connection with its target audience, generating significant results in a short period
The numbers prove the success of the strategy. During the campaign period, the monthly revenue of the brand grew by 300% compared to the previous period. Furthermore, Ricca closed 2024 with a result 200% above the revenue recorded in 2023, showing that, even after the end of the campaign, the brand stayed connected to its consumers. It is worth noting that the 286% increase in Click-Through Rates (CTR) expanded the conversion potential. The site also increased by 146% in sessions, generating more visibility and sales opportunities. Furthermore, the ROAS Return on Advertising Spend (ROAS) increased by 158%, optimizing the invested resources, and a reduction of 57% in Cost per Click (CPC), allowing the brand to reach more consumers with the same budget
Although consolidated in physical retail, Ricca was facing difficulties in scaling its e-commerce channel. The company needed to convey an image more aligned with the expectations of its audience, while developing a strategy capable of increasing the visibility and relevance of the site, directly impacting digital sales.
To reverse this situation, Digital Nation and the Media and Communication team at Belliz developed a brandformance strategy together, which consisted of combining brand strengthening with sales performance. The project involved the detailed mapping of the purchase journey, identifying the pains and needs of consumers and connecting them to the most suitable products
One of the main actions was the brand repositioning campaign launched in September 2023, focusing on building credibility and reinforcing product consideration in skincare routines, hair, makeup accessories, among other categories in which Ricca operates. The campaign involved the partnership of influencers and consumers who created strategic content to strengthen the audience's desire for the brand and increase curiosity during the initial interactions
Rodrigo Martucci, CEO of Nação Digital, states that the collaboration of the teams was essential throughout the entire process – from analysis to strategy implementation. "The result is amazing when we have a client willing to make it happen", an agency 100% committed to the success of the project and the structure necessary for everything that was planned to come to life. This joint work is essential for us to achieve this success
Gil Bezerra, COO of Belliz, highlights that "The strategic alignment between Belliz company and Nação Digital, aligned with the perfect connection to the purchasing journey of Ricca brand customers, they were the success factors that made this project tangible.”
With the solid results already achieved, the project now moves forward to new fronts, as content, CRM and expansion into new digital channels. Ricca continues to seek innovations that enhance the experience of its customers, further consolidating its presence in the cosmetics market
