Decreased nail care brand CPA by 12%.

A DTC nail care brand was experiencing stable but plateauing performance across paid social. Despite consistent creative output, results had begun to level off, pointing to a deeper issue than volume.

Through analysis of existing creative, customer behavior, and engagement patterns, it became clear the brand was primarily speaking to one core audience segment, while overlooking others with different motivations. By identifying three additional personas, each with distinct needs and purchase drivers, we were able to expand the brand’s messaging and creative direction.

This shift led to a 10% increase in thumbstop rate, a 12% reduction in CPA, and a 9% increase in ROAS across video assets. Beyond the immediate performance lift, the brand gained a more complete understanding of its audience, unlocking new angles for ongoing testing and scale.