How a Non-Toxic Makeup Brand Shifted from Over-Reliance on Returning Customers to New Growth

March 2, 2026

Results

3.65 iROAS

from YouTube Prospecting (91% confidence)

2.26 iROAS

from Google Demand Gen (68% confidence)

Services

Branding & Creative

Table of contents

Starting point
Solution
Business Impact

Starting point

A high-growth consumer makeup brand partnered with Power Digital to transform its YouTube strategy after rising CPCs and declining acquisition revealed inefficiencies. By reorienting campaigns around reach, frequency, and incrementality — validated through matched market testing — the company unlocked new customer growth and shifted media into proven profit drivers.

Solution

MMT

Shifting from Conversion Optimization to Incrementality

Rather than forcing YouTube into a direct-response role, campaigns were rebuilt to prioritize reach and frequency — the true strengths of the channel. Matched market tests validated channel incrementality, enabling investment decisions anchored in profit impact rather than vanity metrics.

Paid

Creative and Segmentation Built for Impact

Campaigns were segmented by device and age, with mobile-friendly creative tailored to each audience group. This ensured relevance, improved traffic efficiency, and amplified performance across prospecting and retargeting flows, while continuous creative testing fueled ongoing optimization.