UK and US skincare shoppers don't respond to the same ad.
How do you build one 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.
When we took on the account, we knew INKEY was already a recognized brand in the skincare space but needed to significantly scale their paid social creative operations in the US, alongside their home UK market. Our creative strategy needed to include a full diversified testing machine across Meta & TikTok in both markets.
WHAT WAS THE CHALLENGE
INKEY needed to grow new customer volume and revenue at scale while maintaining their blended ROAS & media efficiency ratio: a notoriously hard thing to do when scaling spend.
The creative challenge: launch enough diversified content across formats, audiences, and platforms to feed aggressive media spend, identify what was working fast, and build a system that could sustain it. The brand also needed distinct creative strategies per market. What worked for the UK audience didn't automatically translate to the US.
strategic approach
When approaching how to lead creative strategy for INKEY, I started with buckets that 1) would work with Andromeda’s newest updates and 2) would 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 hit those weekly trends that ebb and flow. But rather than reacting to short-term trends, I built "Force" frameworks: research-backed content territories designed to yield returns over time.
UGC Briefed as a
Performance Driver
UGC was briefed with specific hooks, formats, and problem-solution structures: not left to creators to interpret.
A monthly creative agenda system (roadmaps, viral hook libraries, platform-specific briefs) kept output consistent and gave INKEY a scalable production pipeline across both markets and platforms.
Persona-Driven
Creative Architecture
Get into the mind of every type of consumer: who are they? What’s their tension point? What drives them to purchase?
I developed a three-persona framework. Each mapped to awareness stages with distinct angles, hooks, and messaging.
This gave the media team structured creative to test across the full funnel rather than guessing at audience fit.
