Scaling a Clean Beauty DTC Brand Through Paid Social

I worked with Juni Essentials, the U.S. arm of Korean bamboo-toothbrush brand Dr. Noah, for 6 months as the company entered a monopolized and oversaturated market. Partnering with a Forbes 30 Under 30 founder, I managed five-figure monthly Facebook and Instagram ad budgets. I built a full-funnel Meta strategy with pixel and Shopify integration to drive traffic and conversions across four SKUs. The campaigns increased purchase rates and lifted AOV despite intense category competition.

DTC juni bamboo toothbrush
bamboo toothbrush DTC

The Challenges

Sustainable oral care is a saturated, semi-commoditized space with a few dominant players. Juni’s average SKU price (~$10) demanded efficient acquisition and a plan to lift AOV beyond single-item carts while navigating Meta’s additional verification for “social issue” adjacent sustainability messaging.

My Role

Owned end-to-end Meta strategy: funnel design (TOFU→MOFU→BOFU), pixel/CAPI implementation, Shopify conversion tracking, creative testing, segmentation, budget allocation, and ongoing optimization with tight alignment to the co-founder and CMO. Before executing campaigns, I redesigned the company’s digital foundation by carrying out a full competitor analysis (via Facebook Ad Library), market research, and audience insights to understand behaviors, demographics, and purchase intent. I then rewrote Juni Essentials’ online personas to ensure our targeting and creative direction aligned with real customer needs.

Funnel & Creative Strategy

I developed a full-funnel Meta ads strategy to guide Juni Essentials customers from awareness to purchase, while tracking performance at every stage to optimize for efficiency and growth.

1.Brand Awareness & Data Collection (TOFU)

  • Ran broad, Interest (sustainable living, zero-waste, clean beauty), and lookalike (site/engagers) audiences to maximize reach and collect signals.

  • Tested short-form video, carousel, founder VO, “Why bamboo vs plastic?” hooks, and UGC-style creatives highlighting eco-friendly value props.

  • Optimization: ViewContent / AddToCart to build early signals.

  • Benchmarks achieved: CTR (link) 1.2%–1.5%, CPM $8–$12, establishing healthy retargeting pools.

    2. Consideration & Retargeting (MOFU)

  • Retargeted website visitors (7/14/30-day visitors), 50–95% video viewers, IG/FB engagers, ATC non-buyers.

  • Focused on social proof, bundles, testimonials, and benefit-driven copy to encourage add-to-cart.

  • A/B tested headlines and CTAs (e.g., “Protect The Earth” vs. “Save 10%”), improving CTR by 25% vs baseline.

  • Optimization: InitiateCheckout / Purchase (once signal strength allows).

  • Benchmarks achieved: Add-to-Cart rate 5%–7%, CPC $1.20–$1.50.

3. Conversion & AOV Growth (BOFU)

  • Deployed DPA for cart abandoners (3/7/14-day) and deep PDP viewers.

  • Incentivized larger baskets with pre-bundled offers and free shipping thresholds ($33+).

  • Retargeting drove conversion rates up to 4%–5% with CPA $8–$12, well below AOV.

  • Optimization: Purchase (7-day click / 1-day view)

  • Increased AOV from ~$10 (single SKU) to $22–$33 by encouraging bundles (Starter Kit + Toothpaste).

4. Continuous Optimization

  • Initial split: ~60% TOFU / 25% MOFU / 15% BOFU; re-weight toward BOFU as signals mature.

  • Structures: Test CBO vs ABO; adopt Advantage+ for scale post-learning.

  • Creative velocity: Weekly sprints (2 new videos + 1 carousel); pause creatives <0.75% link CTR; scale >1.5% link CTR.

  • Frequency controls: F<3 (TOFU), F<5 (MOFU/BOFU) weekly; strict audience exclusions to avoid overlap.

juni toothbursh paid social

UCG content

Product in GIF

Result

  • 120% increase in site traffic from Meta campaigns within 3 months

  • 30% boost in Add-to-Cart events from retargeting and product carousels

  • 25% lower CPA vs. industry benchmark, with sustainable CAC under AOV

  • AOV uplift from $10 → $18–$22 through bundles and upsells

  • ROAS range 2.8x–3.5x, scaling efficiently with 5-figure monthly ad spend

Key Learning

  • Bundles beat discounts, they grew AOV by 80% while protecting margins.

  • Fast creative testing cycles (weekly) were critical in a saturated market to keep CPMs down.