← Case Studies
Curlvana
Project Dates: January 2023
How Whitelisting Campaigns Helped a Hair Care Brand Achieve 28% of Total Revenue While Maintaining 16% Lesser CAC & 15% Higher ROAS
28%
Revenue Share from Whitelisting
+15%
ROAS Efficiency
-16%
CAC Reduction
2.35x
ROAS on Partnership Ads (vs 1.83x overall)
Context
A pioneer in glycerin-free care for curly/wavy hair, the brand needed a strategy that translated authenticity into revenue. Traditional ad formats struggled to capture the nuanced trust required for specialised hair routines.
Objectives
- Drive revenue through influencer whitelisting campaigns
- Maintain or reduce CAC while scaling spend
- Achieve higher ROAS than standard ad formats
- Build authentic audience trust through influencer-native creatives
What we did
- Selection – Identified top-performing influencers whose audience and values aligned with the brand’s niche ethos
- Access – Secured Meta ad publishing access to run ads directly through influencer profiles
- Execution – Published Partnership Ads that felt like organic recommendations using advanced targeting
- Audience – Retargeted page engagers, built lookalike audiences from high-value customers, targeted interest-based niche communities (curly hair, clean beauty)
