Creative strategy refresh focused around UGC enables huge scale in US Market for Parisian skincare brand
Founded by Made.com’s co-founder Ning Li, Typology is the top selling skincare brand online in France despite launching only 5 years ago. Typology’s philosophy is to focus on the needs of each skin typology, offering simple, considered and effective products consisting of only the most essential, natural active ingredients.
Challenge
Typology, a leading skincare brand, was struggling to drive efficient conversions in the US market. Their initial approach involved a direct copy-and-paste of their successful French campaigns, which did not resonate with the US audience. This lack of localised strategy resulted in high cost-per-acquisition (CPA) at low volumes, hindering their ability to scale and reach new customers. Additionally, Typology faced difficulties in justifying their ad spend due to discrepancies between in-platform data and their primary analytics tool, Google Analytics 4 (GA4).
Strategy
To address these challenges, Katté & Co implemented a comprehensive test-and-learn approach, focusing on cyclical creative testing. Our first step was thorough audience research, which revealed that the US audience responded better to organic-style video content featuring real users demonstrating the product and sharing testimonials.
We introduced user-generated content (UGC) into Typology’s advertising strategy, significantly enhancing engagement and scalability. Katté & Co supported Typology with creator sourcing, briefing, and communications to ensure the UGC was authentic and effective. Additionally, we utilized a combination of platform data and GA4 insights to make informed optimizations, ensuring alignment with Typology’s primary metrics.
Results
Our approach yielded remarkable results over just two quarters:
1) Scalability
Order volumes more than doubled, showing a 106% increase.
2) Efficiency
There was a 29% drop in GA4 reported CPA.
3) Return on Investment
ROAS more than doubled, increasing by 111%.
4) Ad Creative Performance
Thumb Stopping Rate (TSR) improved by 36%, rising from 24% in our first creative sprint to 33% four months later.
106%
increase in orders
-29%
drop in CPA
36%
increase in Thumb Stopping Rate
Our Client Says
Katté & Co’s unique approach was a game-changer for us. When we saw the initial improvements in engagement and CPA, we knew we were on the right track. Now, with Katté & Co’s continuous support and innovative strategies, we have not only scaled our operations but also improved our overall marketing efficiency. The transformation has been incredible!
Head of Growth at Typology