UK and US skincare shoppers don't respond the every ad the same, so how do you build a creative system that wins with both?
5x
Ad Scale
+35%
revenue
+60% new
customers
WHO THEY WERE
The INKEY List is a UK-founded, ingredient-led skincare brand known for making effective actives accessible and affordable.
We knew INKEY was already a recognized brand in the UK skincare space but needed to significantly scale their paid social creative operations in the US, alongside their home market. Our creative strategy needed to include a full funnel, diverse testing machine across Meta & TikTok.
WHAT WAS THE CHALLENGE
INKEY needed to grow new customer volume and revenue at scale while maintaining their blended ROAS & media efficiency ratio.
The creative challenge: launch enough diversified content across funnels, audiences, and platforms to feed aggressive media spend, identify what was working fast, and build a system that could sustain it.
strategic approach
When approaching how to lead creative strategy for INKEY, I started with buckets that would work with Andromeda’s newest updates and give us the research backbone to strike both markets successfully from Day 1:
Persona-Driven Creative Architecture (Backbone)
Trend-led Force Concepts
on Meta & TikTok (Scaffolding)
UGC & Ad Briefing
(Concepting)
Trend Concepts for
Long-Term Content Bets
Your social team can tackle weekly trends, staying relevant. Your paid team should be focused longterm pay-outs. I built "Force" frameworks: research-backed content territories designed to yield returns over time.
UGC Briefed as a
Performance Driver
UGC was briefed with data-driven hooks, formats, and awareness structures.
Persona-Driven
Creative Architecture
I got into the mind of every consumer: who are they? What’s their tension point? What drives them to purchase?
I developed a persona framework. Each mapped to awareness stages with distinct angles, hooks, and messaging.
This gave the media team structured creative to test in specified campaigns across the full funnel.
