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From declining efficiency to record-breaking performance and how we stabilized acquisition and scaled profitably just ahead of Black Friday.
We'll review your account, pinpoint what's driving results and what's holding you back, and give you a clear direction for scaling your growth.
The Skinny Confidential is a lifestyle and beauty brand known for its premium, routine-based tools, including ice rollers and mouth tape. We onboarded the brand on November 12, 2025 which was mid-Q4 and just weeks ahead of Black Friday.
At the time of onboarding, the brand needed to quickly stabilize performance and unlock profitable scale during one of the most competitive periods of the year. However, recent performance trends showed declining efficiency, putting holiday growth at risk.
Our objective was clear: identify immediate levers to restore ROAS and enable aggressive, profitable spend heading into Black Friday without the lead time required for net-new creative production.
Prior to our takeover, the account was facing consistent efficiency headwinds. CPA had been increasing month over month, while ROAS was declining at a similar pace.
Given the timing, traditional creative testing cycles weren’t viable. We needed an approach that could deliver immediate impact and one that allowed us to scale spend while dramatically improving efficiency.
The key challenge was reversing performance trends fast, without sacrificing scale.
Within the first 14 days of management, we delivered a rapid turnaround:
Notable Campaign Win:
A dedicated “Historical Ads” campaign was built using proven Post IDs from past high-performing ads. This campaign accounted for roughly 1/6 of total account spend while delivering the strongest performance across the account.
In parallel, we expanded product coverage well beyond core best sellers and sale items, introducing hundreds of additional SKUs into active campaigns. This broader assortment drove a secondary lift in AOV of 11%.
We analyzed Q1 and Q2 performance data to identify ads that had previously driven strong conversion rates but were no longer active.
Rather than duplicating ads and resetting social proof, we leveraged existing Post IDs. This allowed us to relaunch ads with thousands of accumulated likes, comments, and shares — instantly improving credibility and engagement.
We consolidated these historical winners into a standalone campaign, signaling clear performance intent to the algorithm and enabling immediate efficiency stabilization.
With a strong efficiency anchor in place, we layered in additional structures including DABA, creator whitelisting, and new campaign frameworks to support broader testing and sustained scale.
This case study demonstrates the power of leveraging historical data and social proof to drive immediate performance gains. By reactivating proven assets, we were able to quickly stabilize efficiency, unlock scale, and create breathing room for longer-term testing and growth.
We’re now carrying this momentum into Q1 2026 with a renewed focus on new customer acquisition for the Face Towels launch and a comprehensive scaling strategy ahead of the Ice Roller restock in February.
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