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Small Batch Skincare - $1.2M sold DTC in 12 months 

Solo founder, $346k ad spend, 29% MER, no marketing agency.

How it worked

  • Body scrub sales stuck under 20k/mo, then product was positioned into a sensitive skin regimen
  • Founder used insights from her personal journey to create 2 products to do everything needed (birth doula with sensitive skin)
  • Solution provided great results, got attention of local celebrities
  • Lean creative machine: exchanged product for authentic video testimonials + UGC
  • Launched viral video testimonial montages + UGC ads, minimum viable funnel
  • Direct to product page 

 

  • Validated offer, engaged with top customers to refine market message resonance
  • To increase conversion, created dynamic, comprehensive guides and blogs based on current trends

 

  • To snowball returning customers and promote sustainable changes, encouraged subscriptions and setup email flows, newsletters, and content pieces to educate and inspire healthy living
  • Pre/postnatal skin tips, gift guides, and rituals, based around the brand philosophy and products
  • Founder is positioned as the role model / spokesperson
  • Additional birth doulas hired for customer service
  • As the brand community grows, founder gains further credibility, and unpaid endorsements come in
  • Customers align and adopt the philosophies and habits over time, testimonials flow in
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