Skoop Skincare : From a paused ad account to 218 attributed orders a month

Skoop Skincare makes natural deodorant and body care that people actually come back for. Three years in, founder Hannah Milgate had a hero product in Pitt Stop, a cult anti-chafe balm in Skin Shield, a five-star review wall, returns close to zero and 40 to 60 orders a week coming through almost entirely on word of mouth and organic social. The product was doing its job. The marketing wasn't.

Our audit found a mobile site where Add to Cart sat below the search bar, product pages buried the sell under oversized titles and ingredient copy, and conversion hovered at around 1.2 percent. The Meta account had no campaign structure, winning ads had never been given runway or sized for native placements, and spend had been wound down to almost nothing. Google was quietly burning budget on brand-name searches, irrelevant Performance Max terms and competitor shopping clicks: A$207 for a single conversion in June.

And the category is brutal. Natural deodorant and natural skincare in Australia is crowded with venture-backed brands, supermarket private labels and a new direct-to-consumer launch every month, all bidding on the same women, the same placements and the same "aluminium-free" search terms. A A$25 product with a repeat cycle measured in months doesn't survive expensive clicks. Hannah's brief was simple: build the thing that turns a good product into a growing one at a cost per order the margins can carry, and do it before the new Pitt Stop scents landed in spring.

Scaling FMCG on paid social is a different discipline from scaling a high-ticket product. The unit price is low, the margin per order is thin, and the only way to grow is to make every extra dollar of spend buy an order at the same or lower cost than the last one. That means the site has to convert before the ads go on, the creative has to be tested on a fair budget before it's judged, and the account structure has to separate finding new customers from closing warm ones so you can see which of the two is drifting. Everything below was built around that rule.

We agreed a three-month roadmap with Hannah and her team before a dollar of paid media went live. Month one was the unglamorous part: rebuild the Shopify theme for mobile, tighten the product pages, install bundle logic and the free-shipping threshold, and produce a bank of ten to twelve ads built around UGC, founder content and problem-led hooks rather than ingredient deep dives. Month two launched structured Meta and Google campaigns on that creative, with Klaviyo flows rebuilt around a single welcome offer. Month three was the Pitt Stop scent launch, taking the range from one scent to four, and scaling what the first sixty days had proven. Alongside the paid build we ran the creator program, the email calendar, fortnightly performance calls and the retail-support work for Skoop's stockists.

When we took over, Skoop's Meta account had produced seven attributed purchases in June on A$347 of spend, a cost per purchase of A$49.55 for a A$25 product. There was no funnel, no testing framework and no creative pipeline. We rebuilt it into four campaigns: a TAMED lookalike campaign seeded from Pitt Stop buyers, a top-of-funnel creative-testing campaign on ad-set budgets so every new hook got a fair run, a broad top-of-funnel Advantage+ campaign for scale, and a bottom-of-funnel retargeting campaign to close the people the first three brought in.

August was the first full month of structured spend: 175 purchases at A$31.68 each. September, the scent launch month, scaled spend to A$6,734 and still brought cost per purchase down to A$30.89 across 218 orders. The first twelve days of October are running at A$25.24, the lowest in the account's history, with 129 purchases already in. That's the FMCG scaling test passed: monthly spend up 19x from June to September, cost per order down 49 percent, more than 213,000 people reached. Google, cut back to intent, went from A$207 per conversion in June to A$22 in October, 69 conversions across the same window.

On 24 September 2026 Skoop took Pitt Stop from a single scent to a range of four: Green Tea and Vetiver, Santal and Bergamot, Watermelon and Lychee, and Vanilla and Macadamia, live on Skoop online and with retail partner Atomica on the same day. We ran the launch as one connected story across paid, email, the website and social: a teaser sequence, a scent-personality lock-up used identically in every channel, a Pitt Stop scent quiz with its own Klaviyo nurture flow, and launch-week creative sized for every placement. September became the biggest Meta month of the engagement.

The line that matters for an FMCG brand is the one going the other way: cost per purchase. Meta went from A$49.55 per purchase in June to A$31.68 in August, A$30.89 in September and A$25.24 in October, while monthly spend scaled from A$347 to A$6,734. Google went from A$207 per conversion to A$22. Between the two channels that's 591 paid orders in 75 days, and platform attribution is the floor, not the ceiling: it ignores the organic, direct and email orders that paid traffic feeds, which is why Hannah's weekly order count moved from 40 to 60 a week to 50 to 80 in the same window.

In a category where every competitor is bidding on the same placements, creative is the only cost lever you fully control. Most natural deodorant brands lead with what they leave out: no aluminium, no bicarb, no nasties, which means they all look and sound the same in a Feed. Skoop's audience doesn't buy on ingredient lists, they buy because the last stick failed them by 2pm. So we rebuilt the messaging around performance, with natural credentials there to support the sale rather than lead it. The brief to Mel's photoshoot and to every gifted creator was the same: real women, real bodies, real movement, a hook in the first second, the product in the first three.

The pickleball campaign gave Skoop a world to live in. Green courts, royal blue and lime, sport without the gym-bro energy, and a line, "When sweat hits, take a Pitt Stop", that worked as a headline, a hashtag, an email subject and a Story sticker. Paired with clean packshots and ingredient close-ups for the product pages and the formula emails, Skoop now has a creative library it can rotate for a full season without the account showing fatigue.

Paid media was the loudest part of the work, not the largest. We rebuilt Skoop's Klaviyo program from the sign-up form down: a single welcome offer, abandoned cart, welcome and post-purchase flows in Hannah's own plain, first-person voice, launch sequences for the scent drop, a formula email built around the Pitt Stop ingredients, and a Pitt Stop scent quiz that saves every answer as a profile property so the Black Friday early-access list can be segmented by favourite scent before the sale is even announced.

We also recruited gifted UGC creators on no budget, briefed Skoop's retail-support creative for Atomica, and worked alongside Hannah's in-house social manager Mel with a clear split: Tamed owns strategy, creators, paid and email; Mel owns the brand account, Stories and founder content. Fortnightly calls and a monthly report keep every number in the same room, including the ones that aren't flattering.