BEAUTY & COSMETICS // Q4 2024
Vera — Beauty Brand Launch Case Study
$380K revenue and 60K Instagram followers in 90 days — creator-first launch strategy amplified by precision paid media.
// 01 — THE BRIEF
// THE CHALLENGE
WHERE THEY WERE
Premium beauty is hyper-competitive and creator-driven. Vera had no creator relationships, no community, no paid media experience, and a 90-day launch deadline with high revenue expectations.
// THE APPROACH
HOW WE THOUGHT ABOUT IT
Beauty brands are built on desire and aspiration. Before we spent a dollar on ads, we made Vera desirable. Creator seeding and organic content built the social proof that made paid media perform from day one.
// 02 — WHAT WE DELIVERED
THE FULL STACK
01//
BRAND ARCHITECTURE
- Premium beauty brand positioning
- Visual identity: photography direction, color, type
- Packaging design direction
- Brand world and mood board
- Brand standards for creator content
02//
PERFORMANCE MEDIA
- Meta: beauty-vertical creative strategy
- TikTok: conversion and awareness split
- Google Shopping: beauty category optimization
- Creator content to paid media pipeline
- 8.4X ROAS in launch month
03//
CREATOR STRATEGY
- 100 beauty creators identified and briefed
- Gifting and seeding campaign management
- Content brief optimized for paid usage
- Authentic review collection system
- Creator content: 60% of paid media assets
04//
ORGANIC GROWTH
- Instagram: 0 to 60K in 90 days
- TikTok: 40K followers organically
- Content calendar: 22 posts/month
- Reel strategy for algorithmic reach
- Story strategy for conversion
05//
EMAIL & RETENTION
- Pre-launch waitlist: 6,200 subscribers
- Launch email sequence: 4 sends
- Post-purchase education sequence
- Beauty routine email series
- 72% repeat purchase achieved
06//
AI CREATIVE
- 50 ad creatives for launch
- 8 hook variations per product tested
- AI product photography direction
- Creative performance testing framework
- 10-day refresh cycle
// 03 — HOW IT HAPPENED
THE TIMELINE
MONTH 01 WK 1–2
BRAND & CREATORS
Brand identity. 100 creators briefed and seeded. Pre-launch waitlist live. Content calendar built.
MONTH 01 WK 3–4
ORGANIC GROWTH
Creator content appearing. 15K Instagram followers. TikTok organic gaining. Waitlist at 6,200.
MONTH 02
PAID LAUNCH
Meta and TikTok campaigns live with creator content. 8.4X ROAS from day one. $180K month two.
MONTH 03
$380K & 60K
$380K 90-day revenue. 60K Instagram. 72% repeat purchase.
// 04 — THE OUTCOMES
THE RESULTS
8.4X
META ROAS
launch month
6.2K
PRE-LAUNCH EMAILS
waitlist
// 05 — CLIENT VOICE
"
60K followers in 90 days with zero paid social for growth. The creator strategy they built was unlike anything we'd seen.
SOPHIE R.
FOUNDER, VERA
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