Application — Growth
Brilliant Eye Brightener™ has 41 variants at $26.00, and the home hero leads with the Duo. The shade range is the asset to build ads on.
Who I am
- Former COO of Tabs. Built its creator program to 100M monthly social impressions, and the paid ad engine alongside it.
- Founded Mainstreet, a consumer home-services platform: a team of 70, $25M raised (Greylock, Khosla, YC, Tim Ferriss). It failed.
- Before that: Quintessential Ventures, an early seat at a high-growth startup, and entrepreneur-in-residence at Prehype.
- I'm moving into growth specifically. The creative and top-of-funnel work is what I want to be doing every day.
What I noticed
- Brilliant Eye Brightener™ sells at $26.00 across 41 variants. That is a deep range at a low price, which gives a creator a different variant to show in every video.
- Shipping is free on orders of $35+, and free on every subscription order with no minimum. Two thresholds sit side by side, so each ad should name the one the buyer actually gets.
- The site shows review counts like "68084 Reviews" and "29931 Reviews". Proof at that scale belongs in ad hooks and landing pages, next to the product it belongs to.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, including which Thrive Causemetics products we push first.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, even across EmpowerGloss™ and brow gels.
- Creators: makeup-routine creators for the Brilliant Eye Brightener™ variant range, lip-gloss hauls for EmpowerGloss™, and skincare-minded creators for Daily Defender™ sunscreen.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback.
- Event tracking I'd spec and work through with your team. That part isn't me, and your subscription orders need it.
Month one
| Metric | Week 1 | Week 2 | Week 3 | Week 4 | Week 5 | Week 6 |
|---|---|---|---|---|---|---|
| Creators live | 0 | 2 | 4 | 6 | 8 | 10 |
| Creator videos / week | 0 | 14 | 28 | 42 | 56 | 70 |
| Landing pages live | 1 | 3 | 5 | 7 | 8 | 9 |
| New ads / week | 12 | 12 | 12–20 | 12–20 | 20 | 20 |
| Unique experiments | 2 | 3 | 4 | 5 | 6 | 6 |
Creators join two a week, up to 10 live by week six. Each posts seven videos a week, so videos climb from 14 to 70. New ads and landing pages follow the creators. Proposed.
Creator videos a week = creators live × videos per creator. Week 1: 0 × 7 = 0; Week 2: 2 × 7 = 14; Week 3: 4 × 7 = 28; Week 4: 6 × 7 = 42; Week 5: 8 × 7 = 56; Week 6: 10 × 7 = 70.
How I'd start
- Pull every Thrive Causemetics review count and product page into one claims sheet, so no ad says more than the site already says.
- Brief the first creators on Brilliant Eye Brightener™ and EmpowerGloss™, one hook per video, and record which hook runs against which landing page.
I'd love to chat if this makes sense. Grab a time here.
Danilo