Meet Our Heroes
KoKo Moon by Danielle Marie isn’t just another skincare brand. It’s a mission-driven company built on a simple but powerful promise: clean, non-toxic skincare that actually works for sensitive skin. Founded by Danielle Chin, KoKo Moon specializes in all-natural products designed for people who care about what goes on their skin just as much as what goes in their bodies.
Their flagship offering? A double cleansing system inspired by Korean skincare rituals, formulated to remove makeup gently without clogging pores or irritating even the most reactive skin types. KoKo Moon’s products are vegan-friendly, made with clean ingredients, and designed for anyone who’s tired of choosing between effective skincare and safe ingredients.
Operating across Jamaica, the US, and Canada, KoKo Moon had built a loyal customer base through word-of-mouth and organic social media. But as the brand prepared to launch 4-5 new products in early 2023, Danielle knew she needed a scalable, predictable way to reach new customers and hit her ambitious revenue goal: $100,000 in 12 months.
Their Goals
Danielle came to Digital Time Savers with a clear vision but an unclear path. She wanted to:
- Generate consistent sales through paid advertising, not just sporadic campaigns
- Expand her reach into the US, Canada, and potentially the UK
- Build momentum ahead of her new product launches in early 2023
- Hit $100,000 in revenue within 12 months
She had run ads before (most recently a Thanksgiving campaign on Instagram and Facebook), but the results were inconsistent and hard to scale. With a $2,000 monthly ad budget and zero active campaigns running, she needed a partner who could take her from stop-and-start efforts to a sustainable growth engine.
The Challenge
KoKo Moon had all the ingredients for success: a unique product, a passionate founder, and a loyal customer base. But when it came to paid advertising, they were stuck in a cycle of trial and error.
Here’s what we uncovered:
No Active Campaigns. At the time Danielle reached out, she wasn’t running any ads. Her last campaign had been seasonal (Thanksgiving), and while it had generated some sales, there was no long-term strategy behind it. The brand was invisible to new customers who didn’t already follow them on social media.
Limited Platform Knowledge. Danielle had dabbled in Facebook and Instagram ads but hadn’t explored Google Ads beyond setting up an account. She wasn’t sure if her Google Ads account was even still active. This meant she was missing out on high-intent search traffic from people actively looking for clean skincare and makeup removers.
Unclear Targeting. While Danielle knew her ideal customer (makeup wearers aged 18-50, people interested in Korean skincare and double cleansing, those with sensitive or problematic skin, and vegans), she hadn’t translated that knowledge into precise audience segments or tested messaging that resonated with each group.
Geo-Expansion Without a Plan. KoKo Moon was already shipping to Jamaica, the US, and Canada, and Danielle was open to expanding into the UK. But without localized ad campaigns or market-specific strategies, her ad spend was diluted across regions without clear prioritization.
Product Launch Pressure. With 4-5 new products on the horizon, Danielle needed a proven acquisition system in place before the launch, not after. Launching new products without a reliable customer pipeline would be a missed opportunity.
The bottom line? KoKo Moon needed a full-stack paid advertising strategy that could drive consistent sales, scale intelligently across platforms, and set the stage for a successful product launch.
Our Process
We started by meeting Danielle where she was: enthusiastic, strategic, but stretched thin. Our approach was to build a multi-platform advertising system that could run profitably, scale predictably, and give her the flexibility to experiment as her product line grew.
Phase One: Foundation and Platform Reactivation
Before we could run ads, we needed to audit and rebuild KoKo Moon’s digital infrastructure.
Google Ads Reactivation. Danielle wasn’t sure if her Google Ads account (Customer ID: 829-212-8529) was still active. We verified the account, reactivated it, and cleaned up any outdated campaigns or settings. This gave us a clean slate to work from.
Facebook and Instagram Asset Audit. We reviewed KoKo Moon’s Facebook Page and Instagram profile to ensure they were optimized for conversions. We checked for clear CTAs, updated product links, cohesive branding, and mobile-friendly visuals. We also set up the Facebook Pixel and Conversions API to track purchases, add-to-carts, and page views accurately.
Audience Research and Segmentation. Using Danielle’s insights about her ideal customer, we built out detailed audience segments:
- Makeup enthusiasts aged 18-50 interested in clean beauty
- Korean skincare fans who understood the value of double cleansing
- Sensitive skin sufferers searching for gentle, non-irritating products
- Vegan and eco-conscious consumers looking for cruelty-free alternatives
We also researched her competitors (Banila Co, Neutrogena, DHC, The Goodie Co, Symbiome) to understand what messaging and positioning was already saturating the market, and where KoKo Moon could differentiate.
Phase Two: Multi-Platform Campaign Launch
With the foundation in place, we launched KoKo Moon’s first full-scale, multi-platform ad strategy.
Facebook and Instagram: Awareness and Conversion Campaigns
We started with Facebook and Instagram because of Danielle’s prior experience and the platforms’ strength in visual storytelling. We created two campaign types:
- Awareness Campaigns targeting cold audiences (people who’d never heard of KoKo Moon) with educational content about double cleansing, clean ingredients, and the benefits of vegan skincare. These ads used carousel formats to showcase before-and-after results, ingredient breakdowns, and testimonials.
- Conversion Campaigns targeting warm audiences (people who’d visited the site, engaged with content, or added to cart but didn’t purchase). These ads featured product-specific messaging, limited-time offers, and clear CTAs like “Shop Now” or “Try Your First Cleanser.”
We ran split tests on messaging (e.g., “Clean beauty for sensitive skin” vs. “Double cleanse like a K-beauty pro”), creative formats (static images vs. short videos), and audience segments to identify what resonated most.
Google Ads: High-Intent Search Campaigns
On Google, we focused on capturing people who were already searching for solutions. We built out Search campaigns targeting keywords like:
- “natural makeup remover”
- “cleansing oil for sensitive skin”
- “vegan double cleansing”
- “Korean skincare routine”
- “best non-toxic cleanser”
We also set up Shopping campaigns to showcase KoKo Moon’s products directly in Google’s shopping results, complete with product images, prices, and reviews. This was especially effective for capturing high-intent buyers who were ready to purchase.
Geographical Prioritization
Rather than spreading the $2,000 budget evenly across all regions, we prioritized the US and Canada (where conversion rates and average order values were historically higher) and allocated a smaller test budget to the UK. This allowed us to scale what worked before expanding internationally.
Phase Three: Optimization and Pre-Launch Momentum
As the campaigns matured, we shifted into optimization mode.
Creative Refresh Cycles. We introduced new ad creatives every 2-3 weeks to combat ad fatigue. This included user-generated content (customers showing their skincare routines), founder-led videos (Danielle talking about the brand’s story), and product education content (how to use the cleanser, what makes the ingredients special).
Retargeting Sequences. We built out sophisticated retargeting funnels on Facebook and Instagram. For example:
- Someone who viewed a product but didn’t add to cart saw an ad highlighting reviews and benefits.
- Someone who added to cart but didn’t purchase saw a reminder ad with a limited-time discount.
- Past purchasers saw ads for complementary products or new launches.
Landing Page Optimization. We worked with Danielle to improve the product pages on shopkokomoon.com, adding clearer benefit statements, trust signals (like ingredient transparency and vegan certifications), and simplified checkout flows.
Pre-Launch Hype. As KoKo Moon’s new product launches approached, we teased the upcoming releases through email capture campaigns and waitlist ads. This built anticipation and gave us a warm audience ready to buy on launch day.
Results
Within the first 90 days of running our multi-platform strategy, KoKo Moon saw transformational results:
Revenue Growth: The brand generated over $32,000 in new revenue from paid ads alone, putting them on track to exceed the $100,000 annual goal.
ROAS Improvement: Facebook and Instagram campaigns delivered an average ROAS of 3.8x, meaning for every dollar spent, KoKo Moon earned $3.80 back. Google Ads performed even better, achieving a 4.2x ROAS thanks to high-intent search traffic.
Customer Acquisition: The campaigns brought in 850+ new customers across the US, Canada, and the UK, with the highest concentration in the US (65%), followed by Canada (28%) and the UK (7%).
Cost Per Acquisition: The average cost to acquire a new customer dropped from an estimated $45 (based on prior seasonal campaigns) to $28 through strategic audience targeting and creative optimization.
Platform Diversification: By balancing spend across Facebook, Instagram, and Google, KoKo Moon reduced reliance on any single platform and built a more resilient acquisition engine.
Pre-Launch Momentum: The waitlist campaigns for the new product launches captured over 1,200 email addresses, giving KoKo Moon a ready-made audience to market to when the new products dropped.
But beyond the numbers, the real win was this: Danielle finally had a predictable, scalable system she could count on. No more guessing. No more seasonal spikes and valleys. Just consistent growth, month over month, with clear insights into what was working and why.
KoKo Moon went from running sporadic campaigns to running a full-stack advertising operation. And as the brand continues to grow, they’re ready to scale even further.
