All Work
Experimental Build · A-01 · v0.4
Morrow Skin
Turn a skincare routine into a creative testing engine. Compare Revealv0.4 / LAB
RAW / 01CLINICAL
PROOF
PROOF
WORLD / 0214 DAY
RITUAL
DRAGRITUAL
THE PROBLEM WE ADDRESSCan one product truth generate a complete creative territory?
01Modelled business scenarioCompany and figures are fictional
02Working mechanismCompare Reveal
03Modelled outcomeFor commercial orientation
MODELLED BUSINESS SCENARIO
More new customers without turning the brand into a discount feed.
BUDGET$42,000 media / monthPERIOD12-week model
Modelled from 24 creative variants and a 60-day payback target.
BUSINESS MODEL
What is sold and where the problem starts.
Increase first-time purchases while keeping a 60-day contribution payback and a premium brand position.
Retargeting generated most sales, prospecting reused three polished films, and the platform optimized toward all purchases instead of new customers.
Find repeatable creative angles, reduce new-customer CPA below $34 and raise new-customer ROAS above 2.3.
THE EXPERIMENT STORY
Three beautiful ads burned out before the season did.
This narrative uses a modelled scenario. The company, budget and outcomes are fictional; the diagnostic and operating logic show how a real engagement would unfold.- 01
01 / THE BRIEF The first symptom was not inside the ad account.
On Monday the account still looked healthy. Retargeting was profitable, comments praised the packaging and the same product film kept collecting clicks. By Friday, new-customer orders had almost stopped growing. The campaign was selling familiarity, not creating demand.
Mid-size DTC brand was selling premium skincare sets across United States and United Kingdom. The model was e-commerce, repeat purchase. On the surface, the brief sounded direct: Increase first-time purchases while keeping a 60-day contribution payback and a premium brand position.
- MODEL
- E-commerce, repeat purchase
- 02
02 / WEEK ONE Cheap returning purchases
Retargeting generated most sales, prospecting reused three polished films, and the platform optimized toward all purchases instead of new customers. The trap was that isolated metrics still looked acceptable: Prospecting CTR was 0.92%, prospecting cpc was $1.71, and new-customer cpa was $46.
The dashboard made retargeting look more profitable than new-customer acquisition. That changed the diagnosis. The issue was not one toggle inside an ad account; it was what the system counted as success and which signal reached the team. The work had to connect media to the outcome that actually created business value.
- New-customer CPA
- $46 → <$34
- 03
03 / THE TURN Separate returning revenue from new-customer demand — then make the creative explain a skin tension before it shows a jar.
The first decision was “Separate new customers.” Pass customer status and contribution margin back to Meta and Google. It was followed by “Rebuild prospecting”: Split campaigns by problem, routine and proof instead of broad demographic segments.
Separated new and returning revenue and moved budget decisions to new-customer payback. Once the measurement logic was shared, the team could see what to stop, what needed a different message, and where the real constraint sat in the page, lead handling or product availability rather than traffic.
- FIRST DECISION
- Separate new customers
- 04
04 / THE BUILD Skin decisions, not miracle claims: show a recognisable problem, a two-step routine and proof of texture.
Skin decisions, not miracle claims: show a recognisable problem, a two-step routine and proof of texture. The production plan became 6 concepts, 24 videos, 18 statics, 3 product-page modules and weekly recuts. The tests were not about abstract taste; they covered first-frame problem, hand texture, expert explanation, routine length, bundle price and review proof.
The journey was assembled as one chain: Problem-led video → Routine landing → Bundle purchase → Repeat-order flow. Meta, Google Search, Google Shopping, Pinterest no longer lived in separate reports, while GA4, Shopify, Klaviyo, Meta CAPI, Looker Studio connected spend, behaviour and the final outcome. Turned every concept into modular hooks and refreshed the opening three seconds weekly.
- SYSTEM
- 4 channels · 5 tools
- 05
05 / THE DECISION A skincare ad is not a product portrait. It is the first useful minute of a routine.
In the model, prospecting ctr moved from 0.92% to 1.84%, new-customer cpa from $46 to $31, and 60-day payback reached 112%. These are not promises; they make the decision thresholds explicit before real data enters the system.
Weeks 10–12: Scale against 60-day payback. The main conclusion reached beyond a single campaign. The growth lever was not a larger audience. It was teaching the system which first purchase becomes profitable repeat demand. That is the logic a real engagement would retain, using the client's actual evidence, constraints and accountable decision makers.
- 60-day payback
- 112%
KPI / CTR / CPC / CPA
Not one vanity percentage. The full metric chain.
Every figure in this section is modelled to demonstrate the scenario economics.01Prospecting CTR
- BEFORE
- 0.92%
- TARGET
- 1.60%
- MODEL
- 1.84%
Creative relevance
02Prospecting CPC
- BEFORE
- $1.71
- TARGET
- $1.25
- MODEL
- $1.12
Cost of a qualified visit
03New-customer CPA
- BEFORE
- $46
- TARGET
- <$34
- MODEL
- $31
Acquisition cost
04New-customer ROAS
- BEFORE
- 1.8
- TARGET
- >2.3
- MODEL
- 2.6
Immediate revenue efficiency
0560-day payback
- BEFORE
- 78%
- TARGET
- >100%
- MODEL
- 112%
Contribution after repeat orders
STRATEGY
Four decisions that change the economics.
- 01Separate new customers
Pass customer status and contribution margin back to Meta and Google.
- 02Rebuild prospecting
Split campaigns by problem, routine and proof instead of broad demographic segments.
- 03Match landing pages
Give every winning promise its own product-set landing route.
- 04Scale by payback
Raise budgets only when seven-day sales and predicted 60-day margin stay inside the limit.
CREATIVE IDEA
Skin decisions, not miracle claims: show a recognisable problem, a two-step routine and proof of texture.
6 concepts, 24 videos, 18 statics, 3 product-page modules and weekly recuts.
First-frame problem, hand texture, expert explanation, routine length, bundle price and review proof.
PATH TO OUTCOME
- 01Problem-led video
- 02Routine landing
- 03Bundle purchase
- 04Repeat-order flow
WHAT DID NOT GO TO PLAN
Problems are part of the work. So are the fixes.
Cheap returning purchases
PROBLEM
The dashboard made retargeting look more profitable than new-customer acquisition.
FIX
Separated new and returning revenue and moved budget decisions to new-customer payback.
Creative fatigue
PROBLEM
Premium films lost CTR after repeated exposure.
FIX
Turned every concept into modular hooks and refreshed the opening three seconds weekly.
OPERATING CADENCE
What happens while the project runs.
- 01Weeks 1–2
Audit economics, events and customer cohorts.
- 02Weeks 3–5
Launch creative matrix and matched pages.
- 03Weeks 6–9
Cut weak angles and expand winners.
- 04Weeks 10–12
Scale against 60-day payback.
MAIN TAKEAWAYThe growth lever was not a larger audience. It was teaching the system which first purchase becomes profitable repeat demand.
This demonstrates how we think — it does not fabricate a case study.
Discuss a Similar Solution This is not a client result; the numbers are sample data. For your project, we adapt the solution, tools and measurement to the task and budget.