Cases · Wunderbrow · Beauty · Full-service · US + UK
Four channelsNaN two countriesHow aggressive can you bid? The cohorts gave the answer — the US and UK run as one surface.
US + UK
two markets, one unified offensive
Full surface
Meta, Google, TikTok & Pinterest in concert
Cohort-driven
CAC against CLTV decided how hard we bid
Content at scale
large creative production as fuel
Meta Ads
TikTok
Pinterest
Google Ads
Klaviyo
Profitmetrics
GTM Server-side
Google Analytics 4Cohort analysis
CLTV against CACThe ring moves earlier with every new cohort, and the faster CAC is paid back, the harder we can bid.
01The starting point
Wunderbrow is an international cosmetics brand in the same category as Rimmel London. The task wasn't to shave a few percent off CAC, but to take market share in the US and UK. When the ambition is share rather than efficiency, the game changes character.
02Full offensive
We ran full-service: Meta and Google as the foundation, TikTok and Pinterest to reach where the audience actually discovers beauty today. The channels were coordinated across the US and UK accounts rather than run one at a time.
03Content at scale
An aggressive channel mix is hungry for creative. So we handled large-scale content production — enough volume and variation to keep every channel fed and to test our way to what actually stopped the scroll.
04The math
How hard do you dare bid when you want to win share? The answer lies in the cohorts — but only if the numbers behind them can be trusted. So we built the foundation server-side with profit per order via Profitmetrics, so the algorithms bid on contribution margin instead of the platforms' own numbers. On top of that, we analysed CAC against CLTV cohort by cohort — how quickly a new customer earns back their acquisition — and modelled the potential market return of a broad, aggressive push. The faster the payback, the harder we could go to market.
05The effect
Payback time per cohort set the ceiling for how hard we could bid — and the ceiling was worked out before the budgets went up, not after.
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