Case Study: Turning Samples into Sales for Mia del Mar
Campaign: Facebook & Instagram Paid Funnel
Objective: Convert trial users into full-size product buyers
Product: Overnight Miracle Glow (O.M.G.) – 1-week trial
Funnel Strategy, Graphics, Art Direction: Rebeca Tellez - Product Photography: Alejandro Rivera
Strategy
To drive conversions and brand affinity, I built a paid social campaign focused on sampling. The offer:
✔️ A 1-week trial of O.M.G.
✔️ A free branded tote bag ("Eat the Croqueta")
✔️ 30% off the full-size product
We targeted bilingual, beauty-conscious Latina millennials (ages 18-35) across the U.S. and Puerto Rico using lifestyle-driven creatives and UGC-style visuals. The funnel encouraged low-barrier trial with a clear incentive to upgrade.
RESULTS
Ad Spend: $10,000 over 4-6 weeks
Conversion Rate: 2.47% from sample to full-size
ROAS: 2.0x
Key Insight: Trial-to-full-size strategy validated for future launches
Engagement: Elevated brand visibility and user affinity via culturally relevant creatives
Spotlight on the Tote
The “Eat the Croqueta” tote became a surprise hit—contributing to higher click-through rates and acting as a buzzworthy incentive. It was featured across our ad sets, organic Instagram posts, and customer UGC.
