Ella allure

Beauty / DTC

Short-form video

Paid media

Ella Allure is a DTC beauty brand targeting Gen Z women aged 18–28. When they came to Bloom, they had a growing product line and strong visual branding — but their social presence wasn't converting. Instagram felt like a lookbook. TikTok was an afterthought with 12 posts over eight months. Paid campaigns were running on studio creative with a ROAS of 1.2x, barely breaking even.

Platforms

Date

Jan 2026

ella-allure

The challenge

The brand looked good but didn't feel native to the platforms their audience actually used. Their content was designed to impress, not to stop a scroll. The deeper issue was a mismatch between brand identity and platform behavior — polished creative that performed well in brand decks but died in the feed.

Our strategy

We rebuilt their content strategy around platform behavior, not brand aesthetics. For TikTok, we shifted to a hook-first production model: every video was designed to earn attention in the first 1.5 seconds. We produced three videos per week using trending audio, native text overlays, and no brand watermarks. For Instagram, we moved from static grid posts to a Reels-first approach with carousels as secondary. On paid media, we replaced studio assets with six UGC-style creative variants in the first test batch — raw, authentic, product-forward. The results from the first two weeks determined the budget allocation for the rest of the campaign.

The results

Engagement rate climbed from 0.9% to 3.8% on Instagram within 60 days. TikTok grew from near-zero to 14,000 followers in 90 days. Paid ROAS improved from 1.2x to 4.1x after the creative switch. The month following the campaign relaunch was Ella Allure's highest-revenue month in the brand's history.