Miriam's Collection
Increase in creative diversity
Platform
Meta Ads
Industry
Haircare
Service
Paid Ads & Creative Strategy
About the Brand
Miriam's Collection
Miriam’s Collection is a UK-based beauty and wellness brand blending modern haircare solutions with time-honored, natural ingredients. They built a massive community around their best-selling, sulfate-free shampoo, which is designed to deliver visible, science-backed results without harsh additives or overcomplicating the self-care routine.
What Were They Struggling With?
- Severe ad fatigue was killing their momentum—creatives were burning out fast, leading to slow and inconsistent results.
- Customer Acquisition Cost (CAC) was creeping up, squeezing margins and making it difficult to scale profitably.
- They lacked a systematic creative pipeline to test new angles for their core shampoo product, causing their scaling efforts to flatline.
Our Approach
What we did
for them?
We didn’t just tweak campaigns; we built a high-volume creative engine. We outpaced ad fatigue by pumping out massive creative volume and letting the data dictate the spend.
Creative Repositioning
The Creative Fix
We took full control of their creative pipeline, writing 10-15 fresh, strategic briefs every single week. We moved away from generic beauty aesthetics and gave them hard-hitting, performance-focused variations to test and study, ensuring their flagship shampoo always had fresh angles in the market.
Awareness Funnel
The Funnel Architecture
Using the high volume of incoming creatives, we mapped out a full-funnel strategy. We hit cold audiences with problem-solution hooks focusing on hair damage and frizz, while retargeting audiences received strong social proof and specific ingredient benefits.
Budget Reallocation
The Spend Strategy
We aggressively cut the ads driving up the CAC. We shifted the bulk of the budget - over £35,000 in a single month - into a consolidated top-of-funnel CBO (Campaign Budget Optimization) campaign. This held a steady cost per purchase and let Meta's algorithm optimize for the best buyers.
Audience Expansion
The Scale Play
With the creative fatigue issue solved, we pushed for scale. We expanded their reach to over 647,000 unique users in just 30 days. By constantly feeding the machine with new creatives, we were able to scale spend confidently without breaking the CPA.
The Creative Fix
We took full control of their creative pipeline, writing 10-15 fresh, strategic briefs every single week. We moved away from generic beauty aesthetics and gave them hard-hitting, performance-focused variations to test and study, ensuring their flagship shampoo always had fresh angles in the market.
The Funnel Architecture
Using the high volume of incoming creatives, we mapped out a full-funnel strategy. We hit cold audiences with problem-solution hooks focusing on hair damage and frizz, while retargeting audiences received strong social proof and specific ingredient benefits.
The Spend Strategy
We aggressively cut the ads driving up the CAC. We shifted the bulk of the budget - over £35,000 in a single month - into a consolidated top-of-funnel CBO (Campaign Budget Optimization) campaign. This held a steady cost per purchase and let Meta's algorithm optimize for the best buyers.
The Scale Play
With the creative fatigue issue solved, we pushed for scale. We expanded their reach to over 647,000 unique users in just 30 days. By constantly feeding the machine with new creatives, we were able to scale spend confidently without breaking the CPA.
Outcomes & Results
The Numbers Speak For Themselves
By combining relentless creative output with strict budget discipline, we turned a fatiguing ad account into a scalable revenue machine.
1,380
orders in a 30 day window
Scaled monthly sales to 1,380+ orders in a single 30-day window
Increased
ad spend and efficiency
Successfully scaled a primary CBO campaign to £35k+ in monthly spend, generating 900+ direct purchases while keeping acquisition costs under control.
More of our work
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