7.18 ROAS with a $16.52 CPA in the first month
Kaladé launched into a saturated skincare market with a killer organic strategy, then watched growth stall. We paired a data-driven creative strategy with omni-channel paid execution: concepts, scripts and hooks built off performance data, one story carried across every paid touchpoint, and creative bets the category hadn’t made yet. The result was a 7.18 average ROAS at a $16.52 CPA in the first month, and creative that scaled a family-owned brand into a bigger team, a bigger warehouse and new product development.
7.18
Average ROAS
2.9%
Average CTR
$7.62
Average CPM
$16.52
Average CPA
The challenge
A killer organic start, and nothing to keep it going
Kaladé, founded by the Clark family, launched into a highly saturated skincare market with a killer organic strategy that sent them flying out of the gates. But momentum doesn’t maintain itself, and before long, growth began to stall.
They needed to diversify beyond organic into paid, with clear creative direction holding one cohesive, compelling story across every brand touchpoint.
In a category this crowded, a stalled launch doesn’t stay stalled. It slides. The brand needed paid acquisition that actually converted, before the organic momentum ran out completely.
What was the problem
- New customer acquisition had flattened. The organic audience that drove the launch was largely tapped, and nothing was bringing new people to the brand at scale.
- Viewers weren’t becoming customers. Plenty of people were watching Kaladé. Far fewer were buying, and there was no system for closing that gap.
- No engine for high-performing creative. Concepts came from instinct alone, with no process for finding, scripting and testing ideas built to convert.
- No single story across touchpoints. Organic, paid and the brand itself were each telling a slightly different story, so none of them compounded.
The solution
Data-led insight and a sharp instinct for what converts
Blending data-led insights with a sharp instinct for what actually drives conversions, we brought a high-impact paid strategy to life. Concepts, scripts and scroll-stopping hooks were built off performance data rather than guesswork, then carried across every paid touchpoint as one story. Knowing audiences love a little controversy, we introduced one of the first apology-style videos in the category, alongside a suite of high-performing static and video creative that kept momentum building. Results followed fast.
Creative and media aren’t separate lanes. When the data decides what gets made and what gets scaled, every piece feeds the next.
What we built
Every piece fed the next, so concepting, scripting and paid execution moved together instead of sitting in separate lanes.
A data-driven creative strategy
Concepts, scripts and hooks built off performance data instead of guesswork.
Omni-channel paid execution
One story carried across every paid touchpoint, not platform-by-platform one-offs.
Creative bets the category hadn’t made
One of the first apology-style videos in skincare, built off knowing the audience loves a little controversy.
Doubling down on winners
Top performers scaled across the following four months, with a static and video suite behind them keeping momentum up.
The result
7.18 ROAS in month one, scaled across four more
Within the first month, we averaged a 7.18 ROAS, excluding all engagers and previous purchasers, at a $16.52 CPA. One standout creative, The Apology Video, quickly became their biggest conversion driver on record. We doubled down, scaling it and the other top performers over the next four months.
The result was scalable creative that fuelled real business growth, enabling the family-owned brand to expand their team, move into a larger warehouse and invest in developing new skincare products.
What our clients
say about us
“We’ve been working with Pulp for over a year now, and they’ve become an invaluable extension of our marketing team. They approach every campaign as if they were building their own brand, with care, creativity and full accountability. They don’t just run ads. They think strategically, test constantly and bring new ideas to the table that are grounded in both data and a deep understanding of our brand, which has helped us scale consistently while staying aligned with our long-term goals. Communication is always proactive and transparent, and the team genuinely cares about our success. For any brand looking for more than just an ads agency, this is a team that’s all in.”
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