CASE STUDY

Scaling a Celebrity Skincare Brand with Paid Funnels

How Seratopical Revolution Boosted Sales, AOV, and Cut CAC

Provided Services

Website Design & Technical Integrations

High-Impact Advertising Campaigns

Full-Funnel Optimization

The Challenge

When Nicole Kidman’s team reached out, they had a strong foundation: high-quality skincare products, a compelling brand story, and the backing of a global celebrity. However, they were struggling to convert that visibility into scalable, profitable sales. Despite features on major media platforms like Vogue, People, and InStyle, and organic social posts from Nicole herself, their paid marketing efforts were falling flat.

With a monthly ad spend of $20,000, the return on ad spend (ROAS) was just 0.23, and customer acquisition costs were an unsustainable $344. They needed a performance-driven marketing partner to develop a high-converting funnel, increase their average order value (AOV), and unlock profitable paid traffic.

The Approach

Audited their existing sales funnel, checkout flow, and post-purchase sequences
Identified key conversion friction points and areas for AOV improvement
Redesigned their sales and product pages with clear calls to action and optimized layout
Implemented upsell, cross-sell, and down-sell strategies throughout the funnel
Created and launched a multi-channel paid advertising campaign across video, native, and display
Collaborated with Nicole Kidman’s team to source high-performing ad creatives quickly
Continuously tested messaging, offers, and audience targeting for performance gains
Tracked customer acquisition costs and ROAS in real-time to guide scaling decisions

0X

IMPROVEMENT IN
RETURN ON AD SPEND

0X

IMPROVEMENT IN
CUSTOMER ACQUISITION COST

+0X

IMPROVEMENT IN
AVERAGE ORDER VALUES

Strategy

Our primary focus was to align the brand’s marketing engine with direct-response best practices. We combined funnel optimization with smart media buying to drive scalable growth:

Sales Page Optimization: Streamlined layout and copy to better convert cold traffic
Funnel Enhancements: Introduced post-purchase upsells, bundle offers, and dynamic cross-sells
Creative Development: Produced ad creatives that highlighted Nicole’s involvement to boost credibility
Ad Channel Diversification: Leveraged video, native, and display ads to reach different audience segments

By treating their brand like a performance-first eCommerce business rather than a PR campaign, we were able to create sustainable and scalable growth.

Results

After implementing the new strategy, the brand saw dramatic improvements across all key metrics. The paid media campaign not only became profitable but also unlocked the ability to scale.

ROAS increased from 0.23 to 1.48, transforming ad spend from a loss to a profit center
Customer acquisition cost dropped from $344 to just $80
Average order value rose from $80 to $120 through better bundling and checkout optimization
Sales velocity and volume both significantly improved, setting the brand up for long-term success

What began as a struggling campaign turned into a high-performing sales engine—with Nicole Kidman's brand finally realizing its true revenue potential.