2026
Donna
Donna is a skincare brand rooted in routines. We paired creator-led campaigns with growth analysis to carry relatable content to wider reach.
Growth Analytics
Creator Partnerships
Donna is a routine brand in a category obsessed with results. The content had been chasing transformation claims it never needed to make. We rebuilt it around the thing the product is actually good at — being used every day — and let the data tell us which version of that people wanted.
Skincare content sells miracles. Donna sells Tuesdays.
Before-and-after is the default format in the category, and it sets an expectation no honest brand can keep meeting. Donna's customers stay because the routine is easy, not because anything dramatic happened. The content was borrowing a promise the product was never designed to make, and the churn showed it.
We tested the ordinary version and it won.
Creator-led content built around real routines rather than results — same faces, same bathrooms, over months instead of a single post. Four content variables tested weekly against retention rather than reach, with the winning combination fed straight back into the next round of briefs.
Results
Four months of testing changed what we optimized for. Reach grew more slowly than a claims-led approach would have, and everything downstream of it — saves, returns, repeat orders — grew faster.
+185%
Reach
Slower growth, materially better quality.
+92%
Saves
Content people returned to, not just watched.
2.6x
Repeat purchase
Routine framing translated directly into reorders.
-40%
Churn
Fewer customers arriving on a promise we'd have to keep.
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