SITUATION
U Beauty entered peak season needing to regain momentum on new customer acquisition. Paid search was efficiently capturing existing demand, but the next stage of growth required a stronger upper-funnel engine — one that could reach new customers before they started searching and prove the revenue impact beyond last-click reporting.
Simultaneously, U Beauty’s presence on Amazon had grown significantly. That created a measurement problem. DTC reporting could show what happened on the brand site, but it could not fully explain how DTC media was influencing customers who ultimately purchased through the e-commerce giant.
THE CHALLENGE
U Beauty needed to scale new customer growth without losing control of efficiency.
Last-click reporting captured only 3% of Demand Gen’s impact, making the channel look smaller than it actually was. Budget planning was also siloed. Amazon sales were becoming a larger part of the business; however, the team did not have a clear way to connect Amazon performance back to DTC media investment or make the case for additional DTC budget.
The opportunity was to move beyond a DTC-only view of performance and prove how upper-funnel media contributed to customer acquisition across the full buying journey.
STRATEGY
Eight Oh Two built the Demand Gen strategy around a simple idea: take proven Meta creative, extend it into new placements to reach net-new users, and measure its true impact more completely.
U Beauty’s Meta campaigns had already produced strong engagement and conversion-driving creative. Eight Oh Two extended those top-performing image, video, and user-generated content assets into Google’s Demand Gen ecosystem, reducing creative testing risk and bringing proven social-style creative as a new source of acquisition.
Our team attached a live product feed and mapped it to the specific SKUs featured in the ads. That kept the experience shoppable and relevant, allowing Google to pair high-performing creative with products customers could actually discover and buy.
Audience quality was equally important. Eight Oh Two built a high-quality seed audience, expanded through lookalike modeling, and refined targeting toward female users and top household income tiers where historical engagement was strongest. To protect incrementality, past purchasers, CRM lists, and brand-familiar audiences were excluded, keeping Demand Gen focused on net-new customer growth rather than recycled demand.
Optimization also expanded beyond purchases. Add to Cart became a primary signal, providing campaigns with more learning volume while U Beauty’s existing cart abandonment and remarketing flows helped convert that high-intent behavior downstream.
Fospha Halo gave the team a more complete read on performance. By factoring in Amazon sales alongside DTC sales, Fospha revealed a 20% uplift in ROAS for impression-led channels, helping show that upper-funnel media was driving more revenue than DTC-only reporting suggested.
RESULTS
Our strategy drove efficient new customer acquisition and overall revenue impact, solidified by Foshpa, which helped us to factor Amazon-influenced sales into performance.
