DTC skincare brand finds a profitable second channel

Challenge

Rising acquisition costs on social left the brand dependent on one channel. Broad display tests had produced traffic but no measurable revenue lift.

Approach

We split the offer into a low-friction sample bundle for popunder and a content-led angle for native. Tracking moved to server-side events with a 7-day click window. Six GEOs were tested in two weeks, three were cut, and the remaining three were scaled in 30% steps.

“It is not a replacement for social — it is a second engine that does not compete with it.”