All case studies
DTC Beauty · 2024
Lumina Beauty
Rebuilding a paid social engine around creative, not targeting.
Paid SocialCreative StrategyCROLanding Pages
7.3×
Blended ROAS
+218%
Revenue YoY
-39%
CPA
11 mo
Engagement
Challenge
Lumina was spending heavily on Meta with inconsistent revenue growth. Algorithm changes had eroded their custom-audience strategy and creative output couldn't keep pace with testing demands.
Approach
- 01
Audited 18 months of paid social performance to isolate true profit drivers
- 02
Designed a weekly creative testing framework with 12 concepts per cycle
- 03
Restructured campaigns around broad targeting with creative-led signal
- 04
Rebuilt PDP and checkout journey to lift on-site conversion
“SM
Monk Collective became an extension of our internal team. Their strategic thinking and execution quality transformed our acquisition efforts.
Sarah Mitchell
CMO, Lumina Beauty