Teaching people how to use the product, and selling it in the process.

The problem

Mirelle sold almost entirely through Instagram and was running out of new people to reach there.

What we did

We filmed four short tutorials on a phone: one hair problem each, with the product used start to finish. They ran on YouTube to people searching for hair care help.

Search ads covered the same problems in writing and sent people to a page that matched the video.

Problem first, product second

Each ad opened with the problem the viewer already had. The product only appeared once the problem was clear.

The result

YouTube became profitable in six weeks at a 3.2x first-order return, and new customers grew 44%.