Dewty: From 18 subscribers to over 700 in five months.
Dewty is a direct-to-consumer collagen subscription brand, and it came to us to launch an end-to-end social marketing strategy covering every step from first touch to purchase. We made over 50 bespoke pieces of native content, organised them into a prospecting and retargeting strategy and built Dewty a new landing page to turn curious browsers into customers. Within four months, conversion rate was up by over 400%.
Results at a glance
Over 400% increase in conversion rate within four months.
£3,000 to over £120,000 in sales.
18 to over 700 active monthly subscribers in five months.
A great product. No route to purchase yet.
Dewty sells a daily collagen drink on subscription, direct to consumer, so every sale depends on someone finding the brand, trusting it and signing up. When we started, it had 18 active monthly subscribers and three-figure monthly subscription revenue. The brief was to build the whole social marketing engine, from the first time someone sees Dewty to the moment they buy.
Launch an end-to-end social marketing strategy that takes people from first touch to purchase.
Grow Dewty's base of active monthly subscribers and its recurring subscription revenue.
Map every step, then fill it.
A subscription is a bigger ask than a one-off purchase. So we planned content for each moment someone might meet Dewty, and gave them somewhere worth landing when they clicked.
01
The insights
Nobody signs up to drink collagen every day because an ad told them to. They sign up because someone like them says it's working. That's why Dewty's content put real people front and centre, talking about what they'd noticed in their own skin, nails and hair, with lines like “My skin is softer and has less wrinkles”. Native, testimonial-style content builds the trust a subscription needs before anyone hands over card details.
02
The strategy
We built Dewty's social marketing around the full path from first touch to purchase. That meant creating over 50 bespoke pieces of native content, then putting each one to work at the right moment.
Native content
Over 50 bespoke pieces, many built around customer testimonials, made to sit naturally in an Instagram feed rather than look like advertising.
Prospecting and retargeting
We organised the content into a smart prospecting and retargeting strategy, so new audiences met Dewty for the first time and warm audiences got a reason to come back and buy.
A new landing page
We built Dewty a new landing page explaining what collagen is, how it helps skin and what customers were saying, designed to convert curious browsers into customers.
Campfire services on this project
03
The impact
Dewty successfully bypassed the untrusted brand phase to become a market leader with a cult following. The #28DayGlowUp became a predictable sales funnel that continues to convert skeptics into advocates.