Aside from the refreshed media approach, the team also reserved budget for opportunistic premium inventory buys, such as live sports including NCAA March Madness, NFL, Olympic Trials and WNBA, YouTube streams of the Grammys and Oscars, “The Bachelor” finale and “The Tonight Show with Jimmy Fallon.” The program was executed as a continuous test-and-learn effort, adjusting frequency, sequencing, and creative exposure in real time to protect efficiency as scale increased.
Curology
Media diversification drives new customer growth
MEDIA + STRATEGY
After years of disruptive growth in the crowded direct-to-consumer skincare industry, Curology’s acquisition efforts had begun to plateau. The brand’s subscription-based prescription formulas enabled through virtual telehealth appointments became extremely popular during COVID for their accessibility. Post-COVID, the brand’s TV and OTT investments were no longer producing incremental acquisition at the level needed to support efficient scale.
Broad-reach, high-CPM media helped the brand stay visible, but it was becoming harder to turn that visibility into profitable, sustainable growth. Rain came in to solve a business problem, not simply a media one: unlock new customer growth, improve acquisition efficiency, and build a more durable engine for scale.
- Strategy
- Connected TV/Streaming
- Linear TV
- Digital Video
- YouTube
- Streaming Audio
- Podcasts
- Display
- Analytics
Results
overview
0%
Increase in cross-channel reach
0x
Increase in total reach
solutions
Redefining growth media
Rain reconfigured Curology’s customer acquisition approach around a simple principle: growth comes from reaching incremental audiences at an efficient cost, not just from generating more impressions. To make that possible, their media mix was expanded beyond just broad-reach TV into YouTube, streaming audio, podcasts, and display, creating a more balanced acquisition system in which some channels built demand and others helped convert it. By combining marketing mix modeling with cross-channel performance data, Rain identified the true drivers of sales, shifted spend toward higher-return opportunities, and broadened the audience strategy to reach more net-new consumers.
Driving scalable growth
Rain helped Curology expand total reach by 3x and increase cross-channel reach to 64%, up from 22%, while sustaining that level. Curology achieved those gains while still hitting its CAC and ROAS goals, showing that the business was able to scale without breaking its acquisition economics. Beyond the immediate lift, the engagement provided Curology with a more repeatable and diversified model for audience growth, along with sharper insight into untapped audiences and which assets were causing creative fatigue.
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