$128K in 60 Days | 3X ROAS
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Key Metrics
60
Days since launch
$128K
Ad Profit
3X
Return
Background
Runway Rogue Beauty is a premium lipstick & lip care brand founded in part by '90s supermodel, Patricia Hartmann. The brand is established and has maintained its message of "Age is beauty" throughout the years and its features in publications like Vogue and Allure. The brand approached us looking for new growth, and so, we placed them on the most growth-oriented platform, TikTok.
Summary
Runway Rogue was really struggling with two things when we onboarded them. 1.) Relevancy 2.) Maintaining ROAS at scale. As these are in fact partially related we decided the best move was to put the brand on the most relevant platform with the lowest cost of advertising, that is to say, TikTok. The strategy was simple, relaunch the brand with highly relevant UGC and influencer video content that is being shown by the very market being targeted. While warming up the TikTok pixel and beginning the audience testing to establish solid foundations when scaling up spend later on—something that was neglected on their existing platforms.
Strategy
The first step to scaling any brand with TikTok is to establish the right foundations. This is when we recraft the brand messaging, angle offers, and even target market to fit the platform best, resulting in outsized returns. As RR's target demo was traditionally older we decided to split test collecting content from older creators and younger creators to see which converted better. To no one's surprise, younger did better on TT, and older did better when applied to FB.
After collecting 5-10 pieces of creative we started testing it against a few interest-based, stacked audiences, with fairly broad targeting and messaging. These few audiences were responsible for all of the results that we saw with RR up to the point of this case study. We ran these creatives at a fairly low budget for the first 10 days but realized that they were more than profitable enough to scale, so that was our next step: scaling to over $1K/d on a brand new platform shortly after starting.
Challenges & Insights
The biggest challenge for RR was to both maintain its current target customer while expanding its messaging and offers to younger buyers. This required separate creative, messaging, products, targeting, and even offers. This is no easy task, yet with a keen focus and third-party data, we were able to make informed decisions when testing for the most effective variables in demographic testing. The single greatest learning that we took was the importance of angle and creator congruency. That is, the moldability between the messaging you need to be promoted and the specific creator doing the promoting, and content creation. Finding perfect fits between the two was what truly enabled Runway Rogue to scale despite its existing state and green-ness to the platform.
Results
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Runway Rogue was able to achieve a solid return in a short amount of time, even before the TikTok pixel was fully optimized, with around 30K spent they clocked in a 3X ROAS that was not only better than what they had achieved over the past few years but, obtained relevancy which is something that was slowly eating away at the brand. That is until they found what actually worked. This all leads up to weeks as seen above, where we continuously outperform the previous period adding 30K on a near-weekly basis.
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