Beauty · Case study
Copini grew 890% and held a 10x MER.
Copini is a beauty brand. Scale did not make their ads. We built the creative system, briefed the scripts and angles into their team, coached them to produce at volume, then bought the media against that output. Growth compounded 890% while the marketing efficiency ratio held at 10x, so the scale stayed profitable rather than borrowed.
Growth
Revenue compounded over the engagement.
MER held
Marketing efficiency ratio stayed at 10x as spend scaled.
Not borrowed growth
Volume came from a repeatable creative engine, not discounting.
The situation
Creative volume was the ceiling.
On Meta, TikTok and Google, the platforms reward volume. They need a steady supply of fresh, on brand creative to test, and the winners decide how far spend can go. When a brand cannot produce enough good ads, the algorithm has nothing new to scale into. Spend plateaus, efficiency slips, and growth stalls no matter how much budget sits behind it.
That was the constraint for Copini. The demand was there. The bottleneck was the number of strong, distinct creative concepts reaching the market each week. Buying individual ads from a studio is slow and expensive, with a cost per creative that climbs into the thousands. The fix was not more budget. It was a system that raised the ceiling on creative output.
What we did
We built the engine, then bought the media against it.
Scale does not produce ads. We build the creative system, brief it into the client's in-house team, and buy the media. That is what we did for Copini.
Understood the business
We learned who Copini sells to, why people buy, and the real benefit behind the purchase, so every angle was grounded in a reason to act.
Researched the market
We reverse engineered the beauty brands growing fastest, mapped the hooks and formats working across the category, and turned that into a plan to out-innovate them.
Built the creative system
We wrote the scripts, angles and concepts, then coached the in-house team to produce them at a high standard, at volume. That is how you make hundreds of on brand ads at a low cost per unit.
Scaled with media buying
We ran the media across Meta, TikTok and Google, reading performance daily and reallocating spend to what was working.
Fed winners back into briefs
Every winning ad became the seed for the next round of concepts, so the system got sharper as spend grew instead of fatiguing.
Protected efficiency
We scaled against the MER rather than chasing volume for its own sake, which is how growth reached 890% without efficiency falling away.
The result
Profit, revenue and creative, compounding in harmony.
Once the creative system was producing at volume, the media had winners to scale into. Revenue compounded 890% across the engagement, and the marketing efficiency ratio held at 10x the whole way. That combination matters more than either number alone. Growth at a falling MER is borrowed. Growth at a held 10x MER means every extra dollar of scale stayed profitable.
The engine now belongs to Copini. Their team produces the volume, and the briefing and media system keeps compounding it.
Growth
MER held
More results
The same engine, other brands.
They took us from low 7-figure revenue to an 8-figure run rate in just 6 months. The team went well beyond the original scope and genuinely felt like an extension of our in-house team.
Luke Marshall Founder, Freya
Raise your creative ceiling.
Your creative volume is the limit on your growth. We build the engine that raises it, then buy the media against it. Book a call to see what that looks like for your brand.