The problem
Color Street makes nail polish strips. For the 2021–22 holidays it came to The Cirqle with one goal: USD 300,000 in sales in four months.
At about USD 40 an order, that’s around 7,500 orders. And the brand wanted only four creators to do it.
The plan
Creators made people want it. Paid ads behind their posts turned that into sales.
We aimed at two groups in the US and Canada: mothers and beauty fans. We picked creators who already talked to them. Posts went out on the days people were already shopping.
The five shopping dates we planned around
We tested 120 versions of the ad copy. The budget moved to whatever sold.
My part
I was a Content Strategist on the team running this account. I handled under 5% of the spend, so these results belong to the whole team.
I shaped the audience profiles and the creative, and ran part of the Meta ads. Across the year in that role, I managed ads for several clients, up to about USD 30,000 a month, mostly on Meta.
I also built the scoring the team used to pick creators. Before that, picks were mostly gut feel. Scoring everyone on the same four things made picks easy to repeat and explain to clients.
How creators were scored
Results
USD 1,258,200 in sales, 319% above the USD 300,000 target
| Measure | Result |
|---|---|
| Sales | USD 1,258,200 |
| Target | USD 300,000 (four months) |
| Above target | 319% |
| Number of sales | 30,019 |
| Impressions | 5.3 million |
| Return on ad spend | 6.3x on Meta |
| Creators | 4 |
That’s about USD 315,000 in sales per creator, including the ads behind their posts. The Cirqle didn’t publish a split per creator, so that’s an average.
What I learned
Pick creators with a score, not a feeling. Put the shopping dates in the calendar first. Test lots of copy and let the budget follow what sells.
A small share is still a good place to learn. I watched which hooks and creators sold, and asked the people running the bigger share why.