Project overview
The brand was launching a new vitamin C serum, its biggest product launch to date, with a small team and a fixed budget.
They wanted sales from day one, not just awareness.
A big launch on a small team
Three challenges shaped the plan:
No launch momentum
Previous launches relied on a single email and a few posts.
Polished but distant content
Studio images didn't show how the product looked and felt on real skin.
Limited budget
Spend had to go where it would bring sales quickly.
What success looked like
- Return at least 3xon launch ad spend.
- Build a waiting listbefore launch day.
- Create a libraryof reusable creator content.
Our approach, step by step
- 1
Pre-launch Weeks 1–2
Teased the launch with behind-the-scenes content and a waiting list sign-up.
- 2
Creator content Weeks 1–3
Worked with micro-creators who genuinely used the product, with clear #ad labelling.
- 3
Launch week Week 3
Coordinated reels, stories, email and ads around launch day.
- 4
Catalogue ads Weeks 3–6
Retargeted engaged viewers and site visitors with catalogue ads using the best creator videos.
Launch campaign results
Results from the six-week launch campaign.
| Metric | Target | Result | vs target |
|---|---|---|---|
| Return on ad spend | 3.0x | 4.1x | ▲ 1.1x |
| Waiting list sign-ups | 1,500 | 2,380 | ▲ 59% |
| Launch-month orders | 900 | 1,240 | ▲ 38% |
| Creator videos | 12 | 18 | ▲ 6 |
The results
Orders peaked in launch week and stayed strong as catalogue ads reached engaged viewers.
“Our most successful launch ever, and we still use the creator videos in our ads months later.”