SCALING
paid social
A IN DTC SKINCARE
case study
ABOUT THE
brand
-
Fast-growing DTC skincare & wellness brand in the clean beauty space.
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Known for organic ingredients and editorial-style content.
KEY
challenges
-
Performance struggled post-iOS14; ROAS dropped below 2.
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Needed a consistent system for Meta ads to drive sales.
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No content formula for ad creative success.
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Targeting was inconsistent; audience segments were underperforming.
WHAT
we do
Promotional &
Offer Strategy
-
Implemented timed, high-performing offers (22%–30% off).
-
Events included Earth Day, Mother’s Day, and Founder’s Birthday.
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Introduced product bundles to raise AOV
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Retargeting included tailored offers for returning customers.
Creative
Optimization
-
Used how-to videos, seasonal content, and DPA formats.
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Repurposed high-performing organic content into conversion ads.
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Switched to Instagram-only placements for higher CTR and visual alignment.
Audience
Refinement
-
Used Landing Page View campaigns in NY, FL, CA to warm up traffic.
-
Mixed interest-based targeting with LALs (Lookalikes) of top buyers.
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Constant A/B testing for message–audience alignment.
HOW WE
scale ads
MAY 2022:
3.92 ROAS
MARCH 2023:
3.23 ROAS
(with 9% new customer growth)
MAY 2023:
$10.3K spend to $31.4K revenue
(3.05 ROAS)
AUGUST 2023:
Hook rate over 40%,
CPA at $20
WHAT MOVED
the needle
-
Consistent creative testing across UGC, DPA, and tutorials.
-
Bundles + sale events strategically timed.
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LPV campaigns to warm up leads before asking for purchase.
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High-performing organic repurposed into paid (reduced CPA & creative costs).
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Refined retargeting strategy → increased returning customers by over 50%.
INSIGHTS
that scale
-
Creative-first strategy wins post-iOS14.
-
Organic content → a goldmine when repurposed into ads.
-
LPV campaigns warm up cold traffic while maintaining ROAS.
-
Offer timing matters more than frequency.
REPEATABLE
framework
SUSTAINABLE
work
3.98 ROAS sustained across a 5-month period.
62% net margin achieved at scale.
Over $543K in sales and $342K in profit.
System that now supports evergreen, low-effort sales generation.
“Her outside-the-box thinking and obsession with our customer is converting browsers into customers. The growth in traffic and conversion is proof.”
Gigi Vogel, CEO, De La Heart, 2025.