50% ROA Increase with UGC for a Skincare Brand

The Challenge

In early 2024, a skincare brand was looking to scale its advertising efforts but faced a challenge: maintaining profitability while increasing ad spend. They had invested in high-quality video and photoshoot assets but weren’t seeing the return they wanted. At the time, their account-wide ROAS was underperforming, limiting their ability to grow.

‍

Our Approach

We developed a creative strategy anchored in user-generated content (UGC), prioritizing authentic storytelling that would resonate with their audience. To start, we conducted thorough audience and competitor research and then created a strategic 90-day testing plan to help guide and track our ad campaigns. 

‍

This process included: 

• Selecting UGC creators from our existing roaster who aligned with their brand, as well as reaching out and building relationships with new creators. 
• Creating briefs with several hooks and CTAs to test. 
• Collecting assets, handling revisions, and launching campaigns. 
• Regularly updating the client on performance and continuously optimizing campaigns. 

‍

How UGC Services Helped Drive Growth

• ROAS Growth: The account-wide ROAS increased by over 50%.
• Scalable Ad Spend: The brand scaled its monthly ad spend by over 3x, maintaining profitability throughout.
• Creative Impact: Our top-performing UGC asset outperformed the account average ROAS by 16%. This included statics, professional videos, and DPA ads. 

‍

Key Takeaways

Our partnership highlighted the transformative power of UGC for direct-to-consumer brands. Here’s what we learned: 

‍

• Authenticity Matters: UGC drove deeper connections, boosting audience trust, engagement, and sales.
• Confidence Leads to Scalability: The improved ROAS provided the confidence to scale ad budgets significantly, leading to even better results. 
• Unique Strategy is Key: Tailored, audience-centric content proved critical to unlocking growth. Generic messaging doesn’t work–truly understanding a brand audience is the key to delivering the right messaging.

‍

With a sharp focus on strategy and execution, we helped this client break through stagnation, achieving scalable and sustainable results in just a few months. Now, UGC is at the core of its biggest initiatives, from new product launches to continuously increasing brand awareness.