1
Goals
- Drive online sales.
- Grow awareness of vegan skincare.
- Reach Gen Z and young millennials.
7.9M+ reach in 35 days3.6% CTR from beauty creator content
Performance at a glance
7.9M+
Total reach
3.6%
Click-through rate
38%
Lower cost per acquisition
64%
Of sales from routine videos
The story
2
Strategy
- Popbrain matched skincare, vegan and wellness creators.
- Routine, review and GRWM formats.
- Continuous optimisation toward top creators.
3
Key insights
- Routine videos converted best.
- Micro-creators delivered the lowest CPA.
4
Optimisation
Popbrain kept improving performance through the campaign by:
- Scaling the top 20% of high-converting creators.
- Pausing low-CTR placements.
- Rotating creatives every 4–5 days.
- Shifting budget towards the best-performing audiences.
5
Result
Authentic routines turned vegan beauty into a habit and drove sales at a lower acquisition cost.
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