120,000+ people met a brand-new luxury hair brand, at under a cent a view
Celestial Hair Co. had a beautiful product and almost nobody knew their name. I turned the founder's story into short-form video, ran it as a low-cost awareness campaign, then used the warm audience it built to drive sales.
- Client
- Celestial Hair Co., luxury hair extensions, US
- What I did
- Content creation, video editing, Meta ads
- Platforms
- Instagram and Facebook
- Year
- 2026
The awareness ad. In month one alone, 28,101 people watched it to the end.
Across the campaign
accounts reached
ad impressions
video ThruPlays at about $0.007 each
cost per 1,000 impressions
A luxury product with an unknown name
Celestial had the product, the stylists and a founder with a real story. What they did not have was attention.
Nobody knew the brand
A new name in a crowded market. Before anyone pays luxury prices for extensions, they need to have heard of you, more than once.
Premium prices need trust
Extensions are a considered purchase. People compare methods, research for weeks and hesitate at checkout. A cold 'buy now' ad gets scrolled past.
A small budget
The awareness phase ran on $10 a day. Every dollar had to buy real attention from the right people, not just impressions.
Story first, then the sale
Two phases: earn attention cheaply with the founder's story, then talk to the people who leaned in.
Lead with the founder
I edited Destiny's 'why Celestial' footage into captioned vertical video: her story, the product in her hands, no hard sell. Alongside it, educational carousels like 'Wefts vs Tape-Ins vs Clip-Ins' answered the questions buyers ask before they buy.
Buy attention cheaply, then keep it
Phase one was a ThruPlay awareness campaign at $10 a day. The goal was not clicks. It was to get as many of the right people as possible to watch the whole story, and build a warm audience we could talk to again.
Retarget by intent
Phase two split that warm audience into three sales ad sets: people who abandoned checkout, website visitors who browsed but did not buy, and people who watched half the video or more. Each set got its own creative brief, from customer 'I was hesitant too' stories to a short, personal reminder from Destiny.
Awareness ad
- Founder story video
- Cold audience, $10 a day
- Optimised for full views
Warm audience
- 28,000+ full-video viewers
- Website visitors
- 96 abandoned checkouts
Sales ads
- Three ad sets by intent
- A video brief for each
- Awareness keeps refilling it
The work, up close
Vertical video built around the founder, plus education that answers buyers' questions before they ask.
Why Celestial was createdA short cut from the showroom for Reels and Stories. 15 seconds.
Educational carousel
Wefts vs Tape-Ins vs Clip-Ins: helping buyers choose the right method, and positioning Celestial Wefts as the long-term option.
People did not just see it. They watched.
Most people scroll past an ad in a second or two. In month one, nearly 28,000 plays ran to the very end.
Month one: how far people watched
Video plays reaching each point of the 38-second ad
Month one, on $204.54 of ad spend
people reached
full video views
per video view
website clicks at $1.93 each
Source: Meta Ads Manager. Month one ran 1 to 30 March 2026; campaign totals cover the full run.
What this means for your brand
Story before sale
Cold audiences rarely buy a premium product from one ad. They buy from a brand they already know. Lead with why you exist.
Cheap attention is an asset
At about a cent a view, an awareness ad is the cheapest way to fill the pipeline your sales ads convert.
Match the message to the moment
Someone who abandoned checkout needs reassurance, not an introduction. Splitting audiences by intent lets every ad do one job well.
More work
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Apps & startupsArloMeta ad creative testing for a restaurant discovery app in Denver.View case study
Want results like this for your brand?
Book a free 30-minute call. We'll look at where your social media is today and what the first 90 days could look like.