111SKIN, a luxury skincare brand, quickly gained popularity among beauty enthusiasts with its premium, surgically inspired product lines.
As the brand continued to grow, the marketing team struggled without a reliable full-funnel measurement tool to guide their digital strategy.
After joining Fospha in May 2024, the marketing team could finally see and compare the performance and impact of all their channels.
By modelling impressions as well as clicks, Fospha revealed that Last Click attribution had been seriously undervaluing 111SKIN’s Paid Social channels, which were driving 8 times more conversions than Last Click attribution reported.
Seeing the huge impact of their Paid Social channels and equipped with full-funnel measurement they could trust, 111SKIN decided it was the right time to launch TikTok advertising in the US, a key growth market for the brand.
The Numbers
111SKIN launched TikTok ads in mid-June and quickly scaled the channel, which made up 20% of their Paid Social spend by October.
With Fospha's data, the marketing team could easily monitor TikTok’s performance against cross-channel performance and targets. TikTok quickly became a top-performing channel, with 22% higher ROAS than their Paid Social average.
Fospha also revealed that TikTok was driving a high proportion of new customers, with 73% of conversions from TikTok being new customers, driving efficient demand generation in new audiences.
By October, 111SKIN's blended performance had also seen significant efficiency and revenue gains. Compared to June, revenue was up 40%, blended ROAS surged by 33%, and CPA dropped by 23%.
By October, Fospha's data showed that TikTok was one of 111SKIN's top performing channels:
22%
20%
73%
111SKIN’s Top Tips for Launching A New Channel
1
Build the Foundations for Data-Driven Decisions
Measurement is crucial for launching a new channel, serving two key purposes:
- Identifying potential for launching a new channel.
- Enabling marketers to track success and optimize performance post-launch.
By finding a full-funnel measurement tool they could trust, 111SKIN could confidently launch TikTok and assess performance as they scaled the channel.
2
It can be easy to make hasty judgments about a channel’s performance after launch, especially when there’s pressure to prove its value.
However, it's crucial to allow enough time for the channel to deliver results, particularly with awareness-focused activity, which naturally takes a few months to show impact.
3
One of the biggest concerns when launching a new channel is limited creative resources. Teams often feel they can’t move forward because they don’t have the capacity to create entirely new creative bank for a new channel.
While platform-native content is always best practice in the long-term, repurposing and adapting existing creative can be a great low-friction way to get started.
Credit: 111SKIN
111SKIN's story is a testament to the power of measurement to enable brands to test new channels and strategies with confidence. By providing full-funnel measurement they could trust, Fospha empowered the marketing team at 111SKIN to make data-driven decisions, reducing risk and unlocking huge growth and efficiency.