How AS Beauty Scaled from $500 to $50,000 in Spend

In this episode of the Chew on This podcast, hosted by AppLovin, Scott Kramer, VP of Growth at AS Beauty Group, discusses diversifying marketing channels for a house of brands including Laura Geller, Cover FX, Julep Beauty, and Bliss Skincare. Kramer shares his experience of expanding beyond Facebook and Google, including testing AppLovin's new e-commerce product, and scaling marketing efforts across various platforms like TikTok, TV, and connected TV (CTV). He emphasizes the importance of data-driven decision-making, incrementality, and adapting creative strategies for each platform, including the use of UGC and AI-generated content. Kramer also touches on the significance of understanding customer behavior, setting realistic KPIs, and consolidating marketing campaigns for optimal performance.

Outlines

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Chew on This - Digestable DTC Content

Introduction to Diversifying Marketing Channels and Managing Multiple Brands

Marketing Strategies for Similar Target Audiences and the Beauty Industry's Collaborative Nature

Early Adoption and Scaling of AppLovin as a Marketing Channel

Creative Strategy and the Unique Value Proposition of AppLovin

Addressing Misconceptions and Setting KPIs for Diversified Marketing Channels

Setting Baselines, Campaign Consolidation, and Channel Diversification Strategy

Exciting Developments with AppLovin, Creative Evolution, and Capitalizing on Trends

Creative Diversity, Team Structure, and the Impact of Meta's Andromeda Algorithm

AI Tools for Creative Diversification, Data-Driven Decisions, and Business Growth

Outro

How AS Beauty Scaled from $500 to $50,000 in Spend

Chew on This - Digestable DTC Content

00:00Introduction to Diversifying Marketing Channels and Managing Multiple Brands

Introduction to Diversifying Marketing Channels and Managing Multiple Brands

04:58Marketing Strategies for Similar Target Audiences and the Beauty Industry's Collaborative Nature

Marketing Strategies for Similar Target Audiences and the Beauty Industry's Collaborative Nature

07:45Early Adoption and Scaling of AppLovin as a Marketing Channel

Early Adoption and Scaling of AppLovin as a Marketing Channel

14:59Creative Strategy and the Unique Value Proposition of AppLovin

Creative Strategy and the Unique Value Proposition of AppLovin

22:24Addressing Misconceptions and Setting KPIs for Diversified Marketing Channels

Addressing Misconceptions and Setting KPIs for Diversified Marketing Channels

27:20Setting Baselines, Campaign Consolidation, and Channel Diversification Strategy

Setting Baselines, Campaign Consolidation, and Channel Diversification Strategy

32:14Exciting Developments with AppLovin, Creative Evolution, and Capitalizing on Trends

Exciting Developments with AppLovin, Creative Evolution, and Capitalizing on Trends

37:44Creative Diversity, Team Structure, and the Impact of Meta's Andromeda Algorithm

Creative Diversity, Team Structure, and the Impact of Meta's Andromeda Algorithm

43:00AI Tools for Creative Diversification, Data-Driven Decisions, and Business Growth

AI Tools for Creative Diversification, Data-Driven Decisions, and Business Growth

50:14Outro

Outro