Solea
"Premium feel had to stay intact while CPA stayed efficient."
Client Overview
Solea is a Singapore-based D2C self-care brand offering clean, luxurious skincare and wellness essentials. Their products are positioned around intentional self-care — thoughtfully curated for customers who prioritise quality and feel.
Goal
- Drive direct product purchases online
- Grow returning customer revenue alongside new acquisition
- Keep CPA efficient while maintaining the brand's premium feel
Our Approach
Audience built around intent and lifestyle
We targeted women with demonstrated interest in clean beauty, wellness, and premium skincare. Lookalike audiences were built from existing purchasers to find buyers with similar profiles.
TikTok for discovery, Meta for conversion
TikTok short-form content introduced the brand through the self-care ritual angle — morning routines, product textures, sensory experience. Meta retargeted engaged audiences and drove direct purchases.
Creative that matched the brand's tone
Soft, intentional, visually clean creative outperformed direct product-push ads. Keeping the aesthetic consistent with the brand made ads feel like content rather than interruption.
Results
- 3.2× ROAS across combined campaigns
- CPA held at SGD $24
- Monthly revenue from ads grew 2.6× over the campaign period
- Returning customer rate improved by 22%
Why It Worked
Clean beauty buyers are trust-led. By matching the brand's own aesthetic and tone in every ad, we lowered resistance at the point of purchase. TikTok built the familiarity that made the Meta conversion step feel natural rather than forced.