Application — Growth
Wide Awake Brightening Concealer has 71 reviews against 12,400+ for the brand: the proof is there, spread thin.
Who I am
- Former COO of Tabs. Built its creator program to 100M monthly social impressions, and the paid ad engine alongside it.
- Founded Mainstreet, a consumer home-services platform: a team of 70, $25M raised (Greylock, Khosla, YC, Tim Ferriss). It failed.
- Before that: Quintessential Ventures, an early seat at a high-growth startup, and entrepreneur-in-residence at Prehype.
- I'm moving into growth specifically. The creative and top-of-funnel work is what I want to be doing every day.
What I noticed
- The Wide Awake Brightening Concealer costs $32.00 and comes in 25 variants, with 71 reviews. Shade choice is the hard part; reviews are where shoppers decide.
- A shade guarantee exists: take the quiz to match your shade in 60 seconds, and if they miss, they send the right one. Worth leading ads with.
- Free shipping starts at $55 on most pages, but the Miracle Balm banner says over $50. Under $55, shipping is $8.95. One threshold would be cleaner.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, starting with the $32.00 Wide Awake concealer.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, from shades to the Miracle Balm.
- Creators who fit your range: everyday-makeup women, makeup-artist types for the mascara and concealer, and gifting-minded fans for the kits.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback.
- Event tracking I'd spec and work through with your team. That part isn't me, and I haven't seen your store.
Month one
| Metric | Week 1 | Week 2 | Week 3 | Week 4 | Week 5 | Week 6 |
|---|---|---|---|---|---|---|
| Creators live | 0 | 2 | 4 | 6 | 8 | 10 |
| Creator videos / week | 0 | 14 | 28 | 42 | 56 | 70 |
| Landing pages live | 1 | 3 | 5 | 7 | 8 | 9 |
| New ads / week | 12 | 12 | 12–20 | 12–20 | 20 | 20 |
| Unique experiments | 2 | 3 | 4 | 5 | 6 | 6 |
Creators come on two a week, reaching 10 live by week six. Each posts the same number of videos a week, so videos climb from 14 to 70. New ads and landing pages follow, from 12 ads a week to 20. Proposed.
Creator videos a week = creators live × videos per creator. Week 1: 0 × 7 = 0; Week 2: 2 × 7 = 14; Week 3: 4 × 7 = 28; Week 4: 6 × 7 = 42; Week 5: 8 × 7 = 56; Week 6: 10 × 7 = 70.
How I'd start
- Pull every Wide Awake concealer review and sort by shade, so the first ten ads use shoppers' own words.
- Build a claims sheet from your wording on the shade guarantee, free returns and clean ingredients, so every ad stays inside it.
I haven't seen your ad account or your numbers; everything here comes from your public site, and I have no makeup experience.
I'd love to chat if this makes sense. Grab a time here.
Danilo