Beauty · DTC
A serum launch that sold out twice in six weeks.
Fieldnote had a great product and no audience. We built a 14-creator launch around one honest demo format.
- Client
- Fieldnote Skincare
- Duration
- 6 weeks
- Platforms
- TikTok · Instagram · YouTube
- Blended ROAS
- 4.1x
- Launch revenue
- $1.2M
- Cost per acquisition
- -38%
Fieldnote’s first serum was clinically strong but visually forgettable — a clear liquid in a brown bottle. Paid social had stalled at a 1.3x ROAS and the founders were about to cut the launch budget.
They needed proof that people would buy, fast, and a content library they could keep running after launch.
One format, many voices
Every creator filmed the same “seven-day skin diary” structure, so we could compare creators fairly and recut the winners into ads.
Micro first, macro later
Ten creators under 200k tested hooks in week one. The best two hooks went to four larger creators in week three.
Spend follows proof
Winning posts were whitelisted on TikTok and Meta within 48 hours, with frequency caps to protect each creator’s audience.
Creators on the program
@skin.by.ari
Beauty · 845k followers
@jade.unboxed
Beauty · 158k followers
@maya.daily
Lifestyle · 412k followers
“Sorrel told us which creators would sell before we spent a dollar — and they were right about all but one.”
Hannah Okafor — Co-founder, Fieldnote