Mitti Skincare
The finding
Ground Work turned up a sequencing problem. Five buyer interviews and ninety days of comment mining said the same thing: people discovered Mitti through creators, but only trusted it after a dermatologist-style explainer. Awareness and proof were two different jobs, and every ad in the account was being asked to do both at once.
The work
We rebuilt the account around the sequence. Creator-led films ran up front for awareness; thirty-second expert explainers ran as retargeting for proof; and the landing page was rewritten to lead with the ingredient evidence buyers told us they searched for before purchasing. Every claim in every asset was checked against the research dossier before it shipped.
Live retargeting creative from the expert explainer series
The number
3.2×
return on ad spend