C
Case Study · DTC Skincare
Twelve months. One brand. Every channel.
A Toronto skincare brand with a hero product and a template website. We rebuilt the entire digital ecosystem: site, creative, paid, SEO, social, Amazon, retail. All of it working together.
Web Build Google Ads Meta Ads SEO Amazon Storefront Build UGC & Ambassador Email & Loyalty
The Walkthrough
The whole story in three minutes.
The Brief
The objective, and what stood in the way.
The Objective
Scale a natural skincare brand across Canada and the US. Grow sales, grow visibility, and build the kind of brand trust that survives a crowded category. Not a channel engagement. A growth partnership.
The Challenge
One hero product in a category full of louder, better-funded competitors. A template website that didn't convert. An average cart under $50, which makes every acquisition dollar count twice. And a credibility gap: hypochlorous acid works, but nobody knew what it was.
The Bet
Strategy before spend. Embed the full team, tear down the entire digital ecosystem, write the playbook (the 89-page Digital Growth Plan), get sign-off, and only then execute. Twelve months, every channel, one plan.
The Goal · Their Primary Objectives
Brand CredibilityBuild real trust around hypochlorous acid, an effective but unfamiliar ingredient, so skeptical buyers convert.
Conversion Rate GrowthReplace a template website that wasn't converting, and lift average order value past a sub-$50 cart.
Full-Funnel ScaleGrow demand across Meta, Google, SEO, and retail as one connected engine, not a single channel.
Audit ✓Playbook ✓Sign-Off ✓
The Personas
A creator program built on buyers, not followers.
The UGC program wasn't "find influencers." Every creator batch was built around a buyer persona, with its own brief, its own hooks, and its own creators who actually fit the life.
Persona 01
The Super Organic
"If I can't read the label, it's not going on my skin."
+ creator batchesUGCStaticOrganic Social
TOF · MOF · BOF
Persona 02
The Dealhunter
"I want the bundle math to make sense."
+ creator batchesComparisonUGCStatic
TOF · MOF · BOF
Persona 03
The Summer Traveller
"My skin falls apart in humidity and on planes."
+ creator batchesUGCOrganic SocialLo-Fi
TOF · MOF · BOF
Persona 04
The Skin Struggler
"Eczema cream is goopy, drippy, and sticky."
+ creator batchesStaticUGCBefore/After
TOF · MOF · BOF
The Build
Five layers, one ecosystem.
01. Website
Complete Shopify rebuild. Simplified navigation, products grouped the way customers actually shop, friction stripped out of checkout.
02. Conversion stack
A five-question product quiz that recommends the right bottle and bundle. Real reviews layered under every product. A Smile.io loyalty program with Klaviyo email behind it. Trust and retention, built in.
03. Creative engine
Roughly 100+ ad variants in twelve months: short-form video, how-tos, UGC, before-and-afters, comparisons, testimonials. Enough quality creative to keep Meta's algorithm fed and learning.
04. Search & SEO
Full-funnel Google across search, display, and shopping, plus comparison pages targeting competitor searches. Organic traffic and conquesting, from the same asset.
05. Amazon & retail
Storefront and product pages rebuilt for conversion, and a Walmart Canada launch supported across influencers, social, PR, and co-branded imagery.
The Timeline
A full rebuild in twelve months.
Day 1
Program signed. Twelve months, every channel.
Week 3
Kickoff. Eleven experts embedded, audit begins.
Week 8
Digital Growth Plan delivered in a half-day working session.
Month 4
New Shopify store live: quiz, reviews, loyalty.
Month 7
Dr. Renita production day: twelve concepts shot at Mintroom Studios.
Month 10
Amazon storefront rebrand ships. Engine fully assembled.
The Website
From old to new.
Before
Template Store · Pretty, Not Persuasive
After
Conversion Build · Quiz, Reviews, Bundles, LoyaltyVisit live →
The quiz does the selling.
"Find Your Perfect e11ement Bottle": five questions that map usage, frequency, and skin type to the right bottle and bundle. Huge for conversion, and it feeds zero-party data back into email and ads.
The Credibility
Walmart called. We answered with a dermatologist.
01. The retail moment
Mid-program, e11ement landed in Walmart Canada. National retail means national scrutiny. Credibility stopped being a nice-to-have.
02. The ambassador
So we sourced one: Dr. Renita, a board-certified dermatologist who already used the product with her patients. We handled everything: licensing, scripts, set, photoshoot, production.
03. The content library
One production day, twelve concepts, a library of authority content reused across ads, the website, social, and four PR features. Credibility, manufactured properly.
Dr. Renita · Ambassador AdMeta
The Search Game
Ranking for their brand names.
01. Conquesting pages
Comparison pages targeting the big competitors, so when shoppers searched for them, e11ement showed up with receipts. Organic traffic and paid conquesting from the same asset.
The Work
Straight from the working files.
A hundred-plus creative variants in twelve months. Statics, UGC, comparisons, organic social, ambassador content. This wall is a sample, not the inventory.
Static · EczemaMeta
Organic · Safe For All SkinIG
UGC · TravelReels
Static · FeatureMeta
Organic · IngredientsIG
UGC · Super OrganicReels
Organic · BrandIG
Static · Us vs ThemMeta
Static · EczemaMeta
Organic · Safe For All SkinIG
UGC · TravelReels
Static · FeatureMeta
Organic · IngredientsIG
UGC · Super OrganicReels
Organic · BrandIG
Static · Us vs ThemMeta
Next
If you run a consumer brand, this is your sign.
Strategy, site, creative, search, social, retail. One team, one playbook, twelve months. The whole engine, pointed at your brand.