Creative Challenge #1: Overcoming the Glue Fear
Context: Traditional false lashes with glue are intimidating and often lead to messy, frustrating application. imPRESS offers a no-glue solution with self-stick technology that lasts 24 hours.
Outcome:
- Produced a Before/After Demo showing the difference between traditional glue-on lashes vs. imPRESS No-Glue Lashes.
- VO line: "No more glue, no more mess — just press on and go!"
- Highlighted the one-step application and glue-free experience to alleviate fear.
Creative Challenge #2: Empowering First-Time Lash Users
Context: Many potential customers feel intimidated by false lashes, fearing they'll look too dramatic or hard to apply.
Outcome:
- Developed a Real-Time Review from a first-time lash user: "I've never worn falsies before, but these are literally foolproof!"
- Showed the easy, mistake-proof application with the ergonomic applicator.
- Emphasized the natural, seamless look that's perfect for beginners.
Creative Challenge #3: Easy Removal and No Damage
Context: A common fear with falsies is damaging natural lashes or having to carry glue around.
Outcome:
- Created an Educational Video demonstrating the gentle removal process.
- Scripted VO: "Simply lift from the band — no residue, no lash damage!"
- Included testimonials about keeping natural lashes healthy while using imPRESS.
Creative Challenge #4: Winning Over the DIY Beauty Enthusiast
Context: Salon visits can be expensive and time-consuming. imPRESS appeals to those who enjoy DIY beauty but need a reliable, easy option.
Outcome:
- Created an Organic Storytelling Video with a DIY beauty enthusiast showing how she saves time and money using imPRESS.
- VO line: "Why spend hundreds at the salon when you can get a flawless look at home?"
- Highlighted the cost-effectiveness and durability of the lashes.
Performance Challenge: Building Brand Awareness & Achieving Volume Creative Production
Context: Impress Lash is a brand that relies heavily on retention and had little to no brand awareness. Their marketing strategy was two-pronged: use a large number of ads in brand awareness campaigns and move the most engaging ads to sales campaigns. The challenge for them was creative volume, as they allocated more than 70% of their spend on top-of-funnel campaigns and the rest on sales campaigns.
The Challenge:
- Zero Brand Awareness: Starting from scratch with no established market recognition
- Retention-Focused Model: Need for sustained customer engagement beyond initial purchase
- Two-Pronged Strategy: Complex funnel requiring different creative approaches for awareness vs. sales
- Creative Volume Demands: Need for constant fresh content to support 70% top-of-funnel spend allocation
- CPA Target: Achieving cost per acquisition under $70 while building awareness
- Funnel Optimization: Moving high-performing awareness ads into sales campaigns effectively
Our Solution: We implemented a high-volume creative production strategy, producing 24 unique ads every month to support their aggressive top-of-funnel approach while maintaining quality and performance standards.
Outcome: Our strategic approach to creative volume and funnel optimization delivered exceptional results:
Results achieved:
- 24 unique ads produced monthly to support their volume requirements
- All top-performing videos were our creatives, demonstrating consistent quality at scale
- Achieved sub-$70 CPA target while building brand awareness from zero
- Successfully supported 70% top-of-funnel spend allocation with engaging awareness content
- Seamless funnel progression from awareness to sales campaigns with proven creative assets
- Established sustainable creative production system for ongoing retention-focused growth
This case study demonstrates how strategic high-volume UGC production can simultaneously build brand awareness and achieve acquisition targets, proving that quality and quantity can coexist when supported by the right creative strategy and production capabilities.