A creative-led turnaround across two markets — built on the work UGC does best when it’s used properly.

Wunderbrow makes long-wear, smudge-proof eyebrow products with a loyal following across the US and the UK and a growing footprint in Canada and Europe. The work that follows started with a simple observation: their creative had more to give.

The brief

Wunderbrow came to us with a familiar set of pressures: stretch the budget further, reach audiences they hadn’t reached yet, and bring acquisition costs down without losing the brand’s tone in the process. Underneath all of it was a request that often goes unsaid — be a real partner, not a vendor.

Our approach

We started by auditing the paid media accounts and rebuilding them around best practice: tidying targeting, consolidating where it helped, structuring for shopping where it didn’t. From there we leaned into the brief’s central opportunity – creative.

A testing framework gave us a way to learn fast. User-generated content went into paid social. Advantage+ shopping campaigns came in alongside a restructured generic strategy on Google, with PMax kept where it had earned its place and a sharper shopping focus where brand traffic warranted it. We kept the loop tight with the in-house team – what we were testing, when, and what we were seeing – so the work felt like one effort, not two.

The result

UGC was the moment things turned. Against non-UGC creative, it pulled 47% higher CTRs and 27% lower CPCs, then went further once we layered statement and question overlays on top – driving revenue up 100% and ROAS up 67% against the next test cycle.

In the UK, impressions climbed 53% and clicks rose 84% year on year, with CPCs falling 38%. CTR still improved 20% – the metric that tells you the new audience is engaged, not just larger. In the US, revenue rose 9%, AOV 27%, and CPA fell 22%, lifting ROAS by 61%.

The partnership has since expanded beyond paid media into creative direction and growth planning.