Glowform sells a single serum that replaces a five-step routine. Paid social had stalled: the same four ads were running on repeat and cost per acquisition had climbed for three months.
02 · Our strategy
We mined 2,000+ reviews and competitor comments and found that buyers talked about time saved, not ingredients. We built 20 hooks around that angle and matched five creators aged 25 to 40 who already used minimal routines.
03 · Hooks we tested
“I stopped using 5 serums for this one”Winner
“Nobody tells you this about skincare”Winner
“My 30-second morning routine”Winner
“Dermatologist reacts to my routine”Retired
“5 reasons you need this serum”Retired
04 · Execution
5 creators matched in 48 hours
One weekend shoot
18 ads live by Monday
Formats for TikTok, Reels and Meta feed
Whitelisted from creator handles
The creative
Videos from the campaign
I stopped using 5 serums for this one
Nobody tells you this about skincare
My 30-second morning routine
“The serum hook became our best ad of the year. We now brief every launch with Vook first.”
Dana W., Pacewell