Aura Beauty · 2024
A multi-channel launch that halved acquisition cost
A multi-channel digital launch that captured a new demographic through bold visuals and data-driven targeting.
- Cost per acquisition
- 45% lower
- Qualified impressions
- 2.1M
- Repeat purchase within 90 days
- 31%
Where it started
Aura was entering a category with entrenched incumbents and no permission to talk. The launch had one quarter of runway and a target demographic a decade younger than the existing customer base.
What we did about it
- 1
Buy attention with craft, not frequency
Rather than spreading budget thin across six channels, we concentrated on two, with production values that outclassed the category. Thirty original creative concepts were tested in two-week cycles.
- 2
Let the data pick the winners
Creative performance was judged on incremental cost per acquisition rather than platform-reported return, which caught two concepts that looked strong in-platform and were cannibalising organic.
- 3
Land the follow-up
A lifecycle programme built around replenishment timing turned a launch spike into a repeat base, with the second purchase costing a fraction of the first.
What changed
The launch hit its annual target inside two quarters, and the creative testing library became the client's standing in-house process.
- Cost per acquisition
- 45% lower
- Qualified impressions
- 2.1M
- Repeat purchase within 90 days
- 31%
