Ledger Beauty
Cutting CAC 38% for Ledger through a UGC-first creative system
Ledger Beauty is a premium DTC skincare brand built around a small SKU set, repeat customers, and an editorial brand voice.
- Industry
- DTC Beauty
- Stage
- $600k/mo at engagement start
- Engagement
- Performance creative + paid retainer
- Channels
- Meta · TikTok · Email
Brand-led creative wasn’t built to scale on paid.
Ledger’s editorial creative felt premium but underperformed against creator-led ads from challenger brands. Spend on Meta was flat and TikTok was untested. The team didn’t want to compromise brand voice for performance — they needed a creative system that did both.
- Editorial brand creative underperforming on paid
- No UGC pipeline in place
- TikTok unproven for the category
- Email flows leaking revenue
Brand voice as a creative spec, not a constraint.
We built a UGC-first creative system that codified Ledger’s brand voice into briefs creators could execute. Every ad concept tested two angles, three hooks, and one of four modular endings. TikTok launched on a tight portfolio of winning angles. Email got a flow rebuild around hero SKUs.
- 01
UGC pipeline
Codified brand voice into creator briefs; ran a 12-creator monthly roster on a modular brief system.
- 02
Angle-first testing
Every test set isolated an angle (skin concern, ritual, science) before scaling the winning ones.
- 03
Lifecycle rebuild
New Klaviyo flows around hero SKUs; segmented welcome and replenishment with stronger creative.
What we actually did.
01
Performance Creative
Built the UGC creative system and the briefing framework.
- Brand voice codified for UGC
- Modular brief template
- 36 UGC variants in first 60 days
02
Paid Media
Restructured Meta + launched TikTok on tested angles.
- Meta account simplification
- TikTok launch on top 3 angles
- Bid + budget pacing system
03
Email & Retention
Rebuilt Klaviyo flows around hero SKUs.
- Welcome series rebuild
- Replenishment cadence
- Segmented campaign calendar
A creative engine that compounds.
The work, in context.
Selected creative, product, and performance artifacts from inside the engagement.
Xroot is the only team that didn’t ask us to choose between brand and performance. The creative system they built sounds like Ledger and converts like UGC.
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