Case 09 — Wellness / Clean care
My Lubie
€200K invested, €1M in sales at launch
Year
2024
Location
Paris — studio + lifestyle shoots
Duration
3 months — launch wave
Sector
Paid social — DTC launch
— The film
The result on screen.
€200K
Launch media budget
€1M+
Sales generated
×5
Return on investment
— The story
Establishing a category, without taboo
Lubricant isn't a product like any other: it operates in a category historically treated as an afterthought, with dreary pharmaceutical codes or caricatural promises. My Lubie wanted to break that frame — own the subject, make it desirable, turn it into a clean lifestyle object on par with a facial skincare product. The creative had to carry this repositioning without overdoing it.
— The gallery
A few frames from the project.
— Approach
- 01Editorial art direction, clean-beauty codes
- 02Production of conversion video creatives (UGC + studio)
- 03Meta & TikTok launch run in performance mode
- 04Weekly iterations on hook and offer
— Deliverables
- —Brand films + paid 9:16 and 1:1 cutdowns
- —20+ conversion UGC creatives per month
- —Meta + TikTok paid social management on CPA
- —Server-side tracking setup and margin reporting
- Art direction
- Creative production
- Meta acquisition
- TikTok acquisition
- Tracking & CRO
— Testimonial
“A launch campaign that established the brand and hit the numbers at the same time. Rare.”
Management — My Lubie · My Lubie
— Your turn