Remington needed more than a campaign launch - they needed a strategic partner who could build sustainable digital performance. The initial challenge was speed: onboard the brand, develop creative systems, and launch campaigns within weeks. The deeper challenge was measurement: understand how digital advertising actually drives sales when customers research across channels before buying.
We set out to deliver both: rapid market entry with the infrastructure to measure, optimize, and scale over time.
Campaigns achieved 85% lower cost per click versus European beauty industry benchmarks, with 4.2X return on ad spend. But the strategic insight came from attribution analysis: by reconciling Meta and GA4 data, we identified that Meta influences approximately 25% of all purchases - far beyond what last-click attribution captures.
During a market that declined 23% year-over-year, Meta advertising prevented a further 15 percentage points of decline. This reframed the strategic question: Meta doesn't just convert demand - it creates it. The question shifted from 'is it profitable?' to 'how can we optimize and scale it?' - and led directly to annual planning efforts.
End-to-end execution across three layers: creative production, campaign management, and measurement strategy. We developed format-complete creative sets covering all Meta placements -static and video, square, vertical, and story - with multiple thematic approaches ready for testing and scaling.
Attribution analysis reconciled Meta's view-through conversions with GA4's click-based tracking, giving Remington a true picture of channel contribution. This informed a 70/30 budget framework - brand foundation campaigns running as base-layer continuous engagement, with sales surge campaigns layering on top during peak periods. The approach follows Les Binet's effectiveness research: for durables with high online research, brand investment compounds over time. The result: an annual Always-On + Surge framework now guiding Remington's digital investment.
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