How a D2C skincare brand went from 2K to 180K monthly reel views in 90 days
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When Glow&Co came to us in March, their reels were averaging 700 views. Good product, real customers, decent photography - and content that disappeared the moment it was posted. Ninety days later their reels were pulling 180K monthly views and DMs had become their second-biggest sales channel. Here's exactly what changed.
The problem wasn't quality. It was the first two seconds.
Their old reels opened with a logo animation. By the time the product appeared, 70% of viewers were gone. Retention graphs don't lie: every reel died in the same place, and no amount of production polish after second three could save it.
"We thought we needed better-looking reels. We actually needed better-opening reels."
What we changed, week by week
- Week 1-2: killed logo intros, moved the product benefit into the first frame, rewrote every hook as a question or bold claim.
- Week 3-4: A/B tested spokesperson reels against typography reels; spokesperson won 3 to 1 for this audience.
- Week 5-8: locked the winning format, scaled to 3 reels a week with founder-recorded footage and our scripts.
- Week 9-12: added one 2D motion explainer per week for ingredient education - the highest-saves format of the whole engagement.
The credit math
They ran Cruise Mode (30 credits a month): roughly 8 spokesperson reels (16 credits), 2 x 2D motion explainers (10 credits) and 4 simple edits (4 credits). Total spend: ₹27,000 a month, which their first attributable order batch repaid inside week six.