Application — Growth
Re:GRO carries a clinical study run by a third-party clinic. That proof is the asset your ads can build around.
Who I am
- Former COO of Tabs. Built its creator program to 100M monthly social impressions, and the paid ad engine alongside it.
- Founded Mainstreet, a consumer home-services platform: a team of 70, $25M raised (Greylock, Khosla, YC, Tim Ferriss). It failed.
- Before that: Quintessential Ventures, an early seat at a high-growth startup, and entrepreneur-in-residence at Prehype.
- I'm moving into growth specifically. The creative and top-of-funnel work is what I want to be doing every day.
What I noticed
- Kids All-Over 2-in-1 Foaming Shampoo & Body Wash costs $11.99 and holds a 4.6 rating across 37 reviews. That is a proof point for parents, and it deserves a place in the ads.
- Re:GRO Anti-Thinning Collection sits at $38.69, marked down from $42.99, and a clinical study backs the line: 30+ panelists, 90 days, third-party clinic. A paid ad can lead with that.
- Free shipping starts at orders of $40+, while most single products here cost $11.99. The basket gap is a clear job for bundles such as Best Seller Bundle at $43.16.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, including which Re:GRO and kids' hair ads get more budget.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test: the Re:GRO study hook, or the $11.99 kids' range.
- Creators: parents of curly-haired kids, men noticing thinning hair, and travelers packing the On-The-Go Mini Travel Kit.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback.
- Event tracking I'd spec and work through with your team. That part isn't me. Order value at the $40+ threshold needs it.
Month one
| Metric | Week 1 | Week 2 | Week 3 | Week 4 | Week 5 | Week 6 |
|---|---|---|---|---|---|---|
| Creators live | 0 | 2 | 4 | 6 | 8 | 10 |
| Creator videos / week | 0 | 14 | 28 | 42 | 56 | 70 |
| Landing pages live | 1 | 3 | 5 | 7 | 8 | 9 |
| New ads / week | 12 | 12 | 12–20 | 12–20 | 20 | 20 |
| Unique experiments | 2 | 3 | 4 | 5 | 6 | 6 |
Creators come on two a week, up to 10 live by week six. Each posts the same number of videos a week, so videos go from 14 to 70. New ads and landing pages follow the creators. Proposed.
Creator videos a week = creators live × videos per creator. Week 1: 0 × 7 = 0; Week 2: 2 × 7 = 14; Week 3: 4 × 7 = 28; Week 4: 6 × 7 = 42; Week 5: 8 × 7 = 56; Week 6: 10 × 7 = 70.
How I'd start
- Build a claims sheet from the Re:GRO clinical study wording, so every ad quotes the brand's own text and nothing stronger.
- Brief the first creators on the kids' hair range and the travel kit, with a hook library written before anyone films.
I haven't seen your ad account or your numbers; everything here comes from your public site. I have no experience in beauty.
I'd love to chat if this makes sense. Grab a time here.
Danilo