The Inkey List
The Inkey List × DTCo: +35% Revenue, +60% Customers
Shift: Build out brand presence for performance.
Drove awareness and conversion lift at global scale in the first 6 months, growing new customer volume while maintaining efficiency. Launched 406 ads in year one across formats, ensuring diversified testing and scalable creative output.
Drove +35% Revenue, +60% Customers w/ 0% Change to bROAS/MER in 6 months.
- Client
- The Inkey List
- Category
- Skincare
- Services
- Performance creative and retail support: Sephora campaigns, UGC, brand video, motion
- Timeline
- First six months; 406 ads in year one
- Results
- +35% revenue and +60% customers with no change to bROAS or MER
Challenge
The Inkey List is one of the bigger indie beauty brands, with a global customer base. The goal for paid media was to build out the brand’s presence for performance: reach new audiences with more messaging and grow new customer volume.
That growth had to come without giving up efficiency. The brand also runs retail campaigns with Sephora, which needed performance creative of their own.
Case Study
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Approach
We built out The Inkey List’s creative for performance across formats: Sephora campaign creative, UGC, brand video and motion.
We launched 406 ads in year one. That volume kept testing diversified, so the account always had new messages and formats in market.
Creative was built to drive both awareness and conversion at global scale.
Our content process covers strategy, persona frameworks, casting and briefing, production and design, and testing and iteration. What each round of tests shows goes straight into the next set of briefs.
Results
In the first six months, revenue grew 35% and customers grew 60%, with no change to bROAS or MER.
The program drove awareness and conversion lift at global scale and grew new customer volume while holding efficiency steady. Across Sephora campaigns, ad scale grew 5×.