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Paid Social case study · Natural skincare
Sister & Company Paid Social Case Study: Growing Brand Awareness and Demand
How a structured Paid Social campaign helped a UK natural-skincare brand reach more eco-conscious consumers, communicate its values and support website traffic and sales.
Audience strategyCreative directionCampaign managementOptimisation
The client
A natural-skincare brand built around quality, sustainability and empowerment
Sister & Company is a UK natural-skincare brand created to offer luxurious, effective products made with natural and ethically sourced ingredients. Its positioning resonates with consumers who care about clean beauty, sustainability and the values behind the products they buy.
The brand had a strong story and visual product range. Paid Social offered a way to introduce that story to relevant new audiences before they were actively searching for a specific skincare product.
The objective
Reach a broader audience without losing the brand’s distinctive values
The campaign needed to increase awareness while still attracting people likely to care about natural ingredients, sustainability and premium skincare. Website traffic and sales mattered, but the campaign also needed to create learning about which audiences and messages responded best.
Increase brand awareness
Place Sister & Company in front of more relevant consumers through visual, discovery-led advertising.
Communicate the difference
Use messaging around natural ingredients, sustainability and product benefits rather than generic beauty advertising.
Support traffic and sales
Create a route from first exposure to product exploration, return visits and purchase consideration.
The campaign strategy
Audience targeting, creative direction and funnel thinking working together
The campaign was structured to reach new prospects, learn from their response and bring interested visitors back rather than relying on one broad audience or one creative idea.
01
Audience research
Audience planning focused on likely customer interests, skincare behaviours and values, while avoiding targeting so narrow that the platform could not learn effectively.
02
Message and angle planning
Campaign themes highlighted product benefits, natural ingredients, ethical sourcing, sustainability and the wider brand story.
03
Native creative direction
Assets were considered in the context of mobile feeds, with guidance on hooks, product focus, text hierarchy and formats suited to social placements.
04
Prospecting and retargeting
New audiences could discover the brand, while website visitors and engaged users received more relevant follow-up messaging.
05
Audience exclusions
Exclusions helped reduce overlap, avoid unnecessary repetition and protect budget where users had already completed the desired action.
06
Ongoing optimisation
Performance was reviewed across audiences, creative, placements and website actions so spend could move toward stronger combinations.
Creative responsibility
Strategic creative guidance without pretending campaign management is a content studio
The brand supplied the core product and lifestyle assets. Koupe Media shaped the campaign angles, advert copy, format recommendations, audience plan, testing structure and ongoing optimisation.
This approach kept the creative authentic to Sister & Company while making sure assets were being produced and selected with paid performance in mind.
- Campaign-specific hooks and messages
- Product, benefit and brand-story angles
- Recommendations for video, image and placement formats
- Testing plans designed to create useful learning
- Retargeting messages matched to warmer audiences
- Reporting connected to traffic, engagement and sales signals
The outcome
A stronger route from social discovery to product consideration
The campaign increased the brand’s ability to reach relevant consumers and supported website traffic and sales. Just as importantly, it created clearer evidence about the audiences, messages and creative approaches most useful for continued growth.
Broader brand discovery
Paid Social introduced Sister & Company to consumers beyond its existing organic audience.
Values-led messaging
Campaign creative connected product benefits with the sustainability and natural-beauty positioning behind the brand.
Warmer customer journeys
Retargeting helped maintain visibility after the first interaction rather than expecting every prospect to buy immediately.
Better campaign learning
Structured testing provided a clearer basis for future audience, message and budget decisions.
“Faye and her team have been fantastic! We are seeing a huge increase in traffic which is leading to more sales.”
Sophie · Managing Director, Sister & Company
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