Digital Campaigns and Growth Strategy

Esmi Skin Minerals

esmi is an Australian owned and made skincare brand that specialises in vegan and cruelty-free skincare, for specific skin concerns. In less than five years, esmi has grown to become a globally recognised brand and is dominating its market in the skincare industry.
Esmi Digital Campaigns and Growth Strategy

Background & Challenge

esmi was still a relatively new brand when they first came to us back in 2017, trying to figure out exactly who their target audience is and how they could best reach them. They had experimented with some digital advertising activities, but hadn’t yet really ‘dug their teeth’ into it. That’s where we stepped in.

We conducted secondary research to understand the current market and worked out where their products would best fit (and stand out) within the wildly competitive skincare industry.

Our Solution

After careful research of the current market and taking the time to work with the team at esmi to understand it’s unique selling propositions, together we were able to create clearly defined customer profiles, representative of their priority target market segments. We identified that at the time, the best channels for us to reach and engage with these audiences were Facebook and Instagram, so we leveraged these customer profiles to create targeted audiences within these social platforms.

Working alongside the esmi team, we developed a social advertising strategy that would generate awareness of the esmi brand and build a strong community of customers who genuinely loved the brand. We weren’t developing a ‘quick fix’ solution to get quick, easy sales. We wanted to properly illustrate the esmi brand - what their unique points of difference were and why they were about - to help them become everyone’s favourite skincare brand.



Digital Advertising Strategy

The Work

esmi gallery1

+ 730%

Increase in Online Revenue


Average Order Value


Website Traffic

The Results

Since the humble beginnings in 2017, we have helped esmi grow their online revenue to 80 times what it was when we first started. As a result of implementing highly targeted social campaigns to complement the overall marketing mix, esmi Skin Minerals has been able to achieve 25% average month-on-month revenue growth over the past three years.

*results are comparing the 5 months to January 2020 vs the same period in 2017/2018

We've been working with Stead Lane since 2017 and very happy with the services and team. Flynn and team has helped us achieve scale in the DTC ecommerce landscape through strategic digital advertising and have been super supportive along the growth journey. In this time we've achieved 4th in the AFR Fast 100 Australia Wide and would strongly recommend their services for rapid online scale.

Josh McEwan, Executive Director

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