Situation.

Face Reality Skincare sought to enhance its brand awareness among estheticians and individuals dealing with acne, particularly as more direct-to-consumer (DTC) and established brands were entering the acne solutions and acne-safe skincare markets.

Objectives.

To increase brand awareness and authority, we aimed to measure success through brand lift studies. Additionally, we focused on establishing benchmarks for DTC return on ad spend (ROAS), DTC customer acquisition cost (CAC), and B2B cost per lead (CPL), with a commitment to consistently improve month-over-month metrics.

Our Approach.

To kick off the project, we conducted a thorough audit of both the tech and media stack, quickly identifying and implementing high-impact, low-effort fixes. This foundational work enabled us to streamline processes and enhance overall performance.

Next, we analyzed the interests, psychographics, and various affinities of existing B2B and DTC customers, which informed our strategy. We tested multiple personas and activation offers to gather insights on new audience segments, allowing us to rapidly experiment with brand messaging and creative elements.

We positioned the acne-safe skincare collection in an attractive and approachable manner, launching campaigns centered around three key messaging pillars: “Your Esthetician Will Approve,” “+90% Effective At Treating Acne,” and “Acne-Safe Skincare.”

Within one month, we identified which creatives and messaging pillars resonated most effectively with each audience across various paid channels. This analysis allowed us to focus on the leading assets, resulting in a remarkable 72% improvement in click-through rates (CTR) and a 33% increase in conversion rates, ultimately driving a 400% lift in ROAS for Face Reality Skincare.

 Services Provided.

Our collaboration included paid media management, real-time dashboard reporting, brand study management, media planning, creative direction and briefs, and media buying, all designed to elevate Face Reality Skincare's brand presence in a competitive landscape.