Application — Growth
The Body Duo carries 3017 reviews at 4.7, proof worth putting in front of every cold visitor before anything else.
Who I am
- Former COO of Tabs. Built its creator program to 100M monthly social impressions, and the paid ad engine alongside it.
- Founded Mainstreet, a consumer home-services platform: a team of 70, $25M raised (Greylock, Khosla, YC, Tim Ferriss). It failed.
- Before that: Quintessential Ventures, an early seat at a high-growth startup, and entrepreneur-in-residence at Prehype.
- I'm moving into growth specifically. The creative and top-of-funnel work is what I want to be doing every day.
What I noticed
- The Body Duo holds 4.7 stars across 3017 reviews, the deepest review pile in the pages I read. That is proof worth leading an ad with.
- The Body Retinol | 0.1% Retinol | Travel lists "85% Reported More Even Skin Texture" among five survey lines. Those are the brand's own words, and they can anchor a claims sheet.
- Free US shipping starts at orders $75+, yet The Hand Cream | Multi-Butter is $28.00 and The Hand Lotion is $55.00. Singles sit under that line, so bundles carry the threshold.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, starting with The Body Duo and its 3017 reviews.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, across hair, hand and body.
- Creators I'd recruit: hair-routine creators for Rosemary Hair Duo, bag-and-desk creators for The Hand Cream, shower-ritual creators for The Body Duo.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, read against Subscribe & Save 15% orders as well.
- Event tracking I'd spec and work through with your team. That part isn't me. I'd start with the Subscribe & Save 15% orders.
Month one
| Metric | Week 1 | Week 2 | Week 3 | Week 4 | Week 5 | Week 6 |
|---|---|---|---|---|---|---|
| Creators live | 0 | 2 | 4 | 6 | 8 | 10 |
| Creator videos / week | 0 | 14 | 28 | 42 | 56 | 70 |
| Landing pages live | 1 | 3 | 5 | 7 | 8 | 9 |
| New ads / week | 12 | 12 | 12–20 | 12–20 | 20 | 20 |
| Unique experiments | 2 | 3 | 4 | 5 | 6 | 6 |
Creators come on two a week, 10 live by week six. Each posts the same number of videos a week, so videos climb from 14 to 70. New ads and landing pages follow the creators. Proposed.
Creator videos a week = creators live × videos per creator. Week 1: 0 × 7 = 0; Week 2: 2 × 7 = 14; Week 3: 4 × 7 = 28; Week 4: 6 × 7 = 42; Week 5: 8 × 7 = 56; Week 6: 10 × 7 = 70.
How I'd start
- Pull the review proof on The Body Duo into a one-page claims sheet, using only wording the brand already prints.
- Brief the first creators on Rosemary Hair Duo and The Hand Cream, then film the first hooks before any ad budget moves.
I'd love to chat if this makes sense. Grab a time here.
Danilo