How a Sydney skincare label reached 1.4M reel views
A small skincare label had great products but a quiet social presence. We built a short-form video engine, partnered with creators and scaled the best content with paid social.
The challenge
The brand posted product photos a few times a month, engagement sat around 1%, and paid ads relied on the same two images for a year.
The goal
Build an engaged community and make social media a profitable sales channel within one quarter.
The journey, stage by stage
- Stage 1 · Weeks 1 to 2
Audit and discovery
We studied the audience, competitors and top-performing skincare content in Australia.
- Audience and competitor content review
- Profile and bio optimisation
- Content pillars agreed with the founder
- Stage 2 · Weeks 3 to 8
Content engine
Our creators filmed routines, before-and-after stories and founder videos in batches.
- 36 reels produced in six weeks
- Captions and on-screen text for social search
- Posting schedule based on audience activity
- Stage 3 · Months 2 to 3
Creator partnerships
We partnered with 14 micro-creators whose followers matched the brand's buyers.
- 14 creators briefed and contracted
- User-generated content rights secured
- Tracked discount codes for each creator
- Stage 4 · Months 3 to 4
Paid social scale
The best-performing reels became ads, tested and scaled on Meta and TikTok.
- 20 ad variations tested each fortnight
- Budget moved to winning creative
- Retargeting for video viewers
The results
Before and after our work, measured in the numbers that matter to the business.
| Metric | Before | After | Change |
|---|---|---|---|
| Followers | 9.2K | 27.4K | +198% |
| Engagement rate | 1.1% | 5.8% | +427% |
| Monthly social revenue | A$14K | A$71K | +407% |
| Cost per acquisition | A$48 | A$22 | -54% |
Our reels are finally reaching the right people, and sales follow. The team feels like part of our brand.