Our Work
Sample case study: Launching a D2C skincare product on Instagram & TikTok
Hypothetical example — how we’d take a new skincare product from zero to a scalable paid social engine, with Google Search capturing the demand it creates.
Hypothetical sample case study. The brand below is fictional. This page shows how Social Options would plan and run a campaign — it does not describe a real client, real spend or real results.
At a glance
- Brand: Lumen Skin (fictional)
- Sector: Direct-to-consumer skincare · E-commerce
- Platforms: Instagram, TikTok, Google Search
- Goal: Profitable first purchases for a new serum, then repeat orders
The challenge
- A new brand with no paid history, so platforms have no conversion data to learn from yet.
- A crowded category where buyers want proof the product works.
- A limited launch budget that can’t be spread thin across many channels.
Our approach
Strategy, step by step
- MeasureBefore launch: GA4 and GTM, Shopify purchase events, Meta Pixel + Conversions API and TikTok Pixel + Events API, with deduplication tested.
- ProspectInstagram Reels and TikTok In-Feed as the main discovery channels, starting with broad audiences and letting creative do the targeting.
- CaptureGoogle Search on brand and product terms to catch people who search after seeing the ads.
- RetargetCatalog ads and creator testimonials for video viewers and site visitors who didn’t buy.
- ScaleWeekly budget shifts toward the best cost per purchase; new creative every two to three weeks.
Creative plan
What we’d produce and test
- Three hooks per concept: the problem (dull skin), the result (glow), and a creator’s first-impression reaction.
- Two angles: ingredient-led and routine-led.
- Formats: 9:16 video for Reels and TikTok, 4:5 statics for Feed, carousel for the routine.
Measurement
How we’d judge success
- Cost per first purchase and new-customer revenue
- Hook rate and hold rate on video
- Add-to-cart and checkout conversion rates
- Blended return on ad spend checked against Shopify sales
Reporting
What the client would see
A weekly optimization summary and a monthly report covering spend, conversions, cost per result and what we changed — with platform numbers reconciled against GA4 and the client’s own data.
No results are shown because this is a hypothetical example. Real outcomes depend on the product, market, budget and creative.
Want a plan like this for your business?
Book a free strategy call and we’ll map out an approach for your goals.