Donna Labs
Relatable creator content carried Donna’s skincare routines to a wider audience.
Overview
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
Everyday content. Lasting momentum.
Organic video views across the partnership. Illustrative demo data.
Client says
They talked us out of the campaign we asked for, and they were right about it.
Hannah Devlin
Marketing Lead, Donna
Contact
