Published guideDo we need influencer posts, UGC videos or both?
Choose by what you are buying: reusable creative, access to a creator's audience, or both. The agency label is less important than the agreed outputs, permissions, distribution, and measurement. A small relevant creator can be a better investment than a famous person with the wrong audience.
Open the full guide for the examples and steps.
Buy a content asset and an audience deliberately
Brand contente.l.f.’s invitation to participate
US brand announcement · December 15, 2021
e.l.f. announced a TikTok-native holiday film combining established creators and 12 winners selected through community duet auditions. The participation mechanism was part of the creative idea.
Kory Marchisotto, CMO in the release; Fia James, Glamzilla and other participating creators
The release establishes the format and participants, not incremental sales, creator economics or a suitable production budget for your brand.
Read the source notes and related topicsBrand campaignCeraVe × Michael Cera
US · 2024 Super Bowl campaign
Ogilvy describes a staged narrative connecting influencer appearances, publicity, a website and a Super Bowl reveal. CeraVe’s own campaign page resolves the premise by explaining that the products were developed with dermatologists.
Michael Cera; Adam Kornblum and Charlotte Tansill, campaign speakers at Cannes 2024
A celebrity-scale campaign, not a budget template. Do not imitate the false-rumor device or infer that attention proves profitable sales. These are external examples, not Dahna clients.
How to apply it
You may need someone who can make a convincing demonstration, someone with an audience that wants your product, or both. Separate those jobs in the quote. A fee for filming does not necessarily include a post to the creator’s audience.
For an asset-led brief, inspect camera work, explanation, product handling and the ability to make useful variations. For audience-led work, inspect who watches and what those people do next. A polished video with little relevant reach can still be a useful licensed asset. A popular post may be unsuitable for reuse if the agreement, music or people appearing in it prevent the intended use.
Two separate lines in the brief: the content being produced and the distribution being purchased, with the rights and success measures for each.
Service answerWhat videos does our beauty brand actually need to start advertising?
Start with the questions that stop a shopper from buying: what the product does, how it looks or feels in use, and why this particular offer is worth trying. A demonstration, a creator explaining a relevant use case, and a clear offer can give a first campaign different ideas to test. Three concepts are an example of a manageable brief, not a platform requirement.
One shoot can supply several edits, but changing only the opening caption does not create a different product argument. Agree on claims, usage permissions, formats and the matching destination before production. Keep the first round small enough that the team can review what each idea taught it.
Bring the hero product, its approved claims, the purchase page and the three questions customers ask most often.
Give each creative concept a question to resolve
UX researchChristian Holst on product-size clarity
Original usability research · May 30, 2017
Holst reports that shoppers used product images to judge size and sometimes rejected suitable products after misreading scale. The article recommends an image with a familiar size reference.
Christian Holst, Baymard research director and co-founder
A historical observed usability problem, not proof that a particular image will increase your conversion rate. Validate the task on your own store.
Read the source notes and related topicsBrand advertisinge.l.f. × Tinuiti: define the conversion
Historical TikTok campaign · account looks ahead to 2022
TikTok reports a 56% reduction in acquisition costs for e.l.f.’s add-to-cart strategy, using an ongoing mix of ad objectives. The named partner was Tinuiti.
Patrick O’Keefe, VP Integrated Marketing Communications in the case
Platform self-report. Add-to-cart cost is not customer acquisition cost; campaign dates, attribution detail and profit are not fully specified. Historical ad product names are not setup instructions.
Read the source notes and related topicsHow to apply it
What can’t the shopper judge from the product page? For a small bottle, show scale; for an applicator, show use; for a shade, show the shooting conditions clearly. Christian Holst’s product-image research offers a useful example of how missing size context can confuse a buyer.
Try different ways to explain the product before making many edits of one idea. A founder introduction, creator demonstration and comparison can each test a different reason to care. Keep the offer and page consistent enough to compare the response. Review purchases alongside viewing behavior, since an engaging opening may attract people who do not need the product.
A creative matrix naming the buyer question, opening, demonstration, evidence, call to action and matching landing page for every concept.
Detailed guideHow to localize product copy and content for US customers
Product content localization means making an offer understandable in the market where you want to sell. For US customers, that can mean clearer English, familiar product descriptions and accurate delivery information. Keep the parts of your brand that matter; change the details that leave shoppers guessing.
Read the detailed guideLocalize the decision as well as the language
Brand localizationKASH Beauty’s local purchase experience
Ireland-founded cosmetics brand · international storefront case
Shopify’s case identifies local marketing, copy and currency as connected parts of KASH Beauty’s expansion. Conor Cochrane discusses fitting the storefront to the destination market.
Keilidh Cashell, founder; Conor Cochrane, director in Shopify’s case
This is an international example, not a verified US-only result. No isolated uplift is used. Local implementation needs its own customer evidence.
Read the source notes and related topicsBrand SEO practiceadidas: combine search and conversion evidence
SearchPilot recap · November 2025, updated February 2026
Morrisey describes a more descriptive product-grid element whose conversion test was flat but whose SEO test showed a traffic gain. The combined evidence supported rollout; no numerical lift is disclosed.
Matthew Morrisey, Organic Search Director for Europe in the interview; Will Critchlow, host
Official interview recap, not raw experiment data. Small catalogs may lack the stable page groups and traffic needed for a comparable controlled SEO test.
Read the source notes and related topicsHow to apply it
Follow the whole purchase, from the original campaign to the US checkout. KASH Beauty’s international storefront is a useful example of marketing, copy and currency working together. Check what the shopper needs to know about the item, delivery and support while keeping the brand’s distinctive story.
Separate material that can be reused from material that needs a local correction or a new demonstration. Do not reshoot everything just because it originated abroad. Conversely, fluent English cannot repair a US shipping promise that operations cannot meet. Give one person authority to approve market-specific facts across the video, captions, product page and support material.
A localization sheet with original asset, US customer question, approved adaptation, supporting fact, owner and destination URL.
Published guideCan we get US creator videos without flying our team over?
Use remote production when samples, shot requirements and approvals are settled. Attend—or send a product specialist—when essential judgments require physical comparison. Compare shipping, review time, recovery costs and the same deliverables before approving an arrangement.
Open the full guide for the examples and steps.
Make remote production easy to approve accurately
UX researchChristian Holst on product-size clarity
Original usability research · May 30, 2017
Holst reports that shoppers used product images to judge size and sometimes rejected suitable products after misreading scale. The article recommends an image with a familiar size reference.
Christian Holst, Baymard research director and co-founder
A historical observed usability problem, not proof that a particular image will increase your conversion rate. Validate the task on your own store.
Read the source notes and related topicsBrand localizationKASH Beauty’s local purchase experience
Ireland-founded cosmetics brand · international storefront case
Shopify’s case identifies local marketing, copy and currency as connected parts of KASH Beauty’s expansion. Conor Cochrane discusses fitting the storefront to the destination market.
Keilidh Cashell, founder; Conor Cochrane, director in Shopify’s case
This is an international example, not a verified US-only result. No isolated uplift is used. Local implementation needs its own customer evidence.
Read the source notes and related topicsHow to apply it
A remote production team needs the correct product, a specific question to demonstrate and a way to get factual answers quickly. Confirm that the sample matches what US customers will receive. A mood board can guide the look, but it cannot answer those practical questions.
Agree on a short test recording before the full shoot. Check label visibility, product color, pronunciation, hands or faces required, lighting and the exact demonstration. Supply examples of acceptable factual language and identify claims requiring review. Batch feedback through one decision maker, with time allocated for shipping and corrections. That is usually more actionable than measuring production quality by the number of files delivered.
A shot checklist, product-fact sheet, sample inventory, review schedule and named final approver, all tied to the intended ad or product page.
Published guideOur brand sells in Korea or Europe. Where should we start with US marketing?
Start with a customer, a product, and a viable route to market, not a list of platforms to open. Check whether your positioning, delivered economics, product readiness, and operating capacity support the same launch plan before committing inventory or acquisition spend.
Open the full guide for the examples and steps.
Start US entry with one offer you can fulfill well
Brand localizationKASH Beauty’s local purchase experience
Ireland-founded cosmetics brand · international storefront case
Shopify’s case identifies local marketing, copy and currency as connected parts of KASH Beauty’s expansion. Conor Cochrane discusses fitting the storefront to the destination market.
Keilidh Cashell, founder; Conor Cochrane, director in Shopify’s case
This is an international example, not a verified US-only result. No isolated uplift is used. Local implementation needs its own customer evidence.
Read the source notes and related topicsBrand creator programTOPICALS and creator activation
US TasteMakers roadshow and affiliate activity · 2024
TikTok Shop describes TOPICALS combining creator matchmaking, event sampling, product introductions and participation incentives. The account names Sochi Mbadugha when discussing adding roadshow creators to affiliate open plans.
Olamide Olowe, founder; Sami Saba and Sochi Mbadugha, executives quoted in the case
The report uses inconsistent windows for its growth figures, so they are not reproduced here. It does not measure a cure for unposted gifts or isolate one intervention.
Read the source notes and related topicsHow to apply it
Choose one product or a small collection you can sell and support well in the US. Make its price, purpose and availability clear to an unfamiliar customer. KASH Beauty’s international storefront offers a useful example of adapting the purchase experience alongside the language.
Before expanding marketing, confirm landed economics, inventory, delivery expectations, returns and the customer-support handoff. Then select a discovery route that fits the offer, whether creator education, paid acquisition or existing search demand. A broad launch across every channel can consume the team’s attention before it has learned why customers buy or hesitate. Define the first market test and the decision it should produce.
A US launch brief covering customer, offer, pricing assumptions, delivery, support, first channel, learning budget and conditions for the next expansion.
Detailed guideBeauty device marketing: lessons from Medicube, CurrentBody and NuFACE
Beauty device marketing needs to explain more than the promised benefit. Shoppers also need to know which model they are seeing, what comes in the box and what ownership involves. Medicube, CurrentBody and NuFACE provide useful examples for planning that explanation.
Read the detailed guideBuild the handoff around a model-specific source record
Product communication and market evidenceMedicube, CurrentBody and NuFACE: explain device ownership
APR Q1 2026 presentation and official US product pages checked October 12, 2026.
Company reporting provides dated division-level sales context. The product pages show why models, packages and preparation must be identified separately.
APR Corporation and the official Medicube, CurrentBody and NuFACE product teams are the sources; no individual clinical reviewer is claimed.
No hands-on testing, individual recommendation, independent clinical review or product popularity ranking was conducted.
How to apply it
Confirm the model, package contents, instructions and support page before filming. If the creator has a different kit from the one shown on the store, resolve that mismatch first. Use the same product details in the script, captions and page.
The agency’s practical contribution is to turn approved information into clear creative and an understandable store journey. Track customer confusion and commercial response separately, and return unresolved product or medical questions to the appropriate specialist.
A device asset register, product-approved demonstration brief, contents and support module, version-control checklist and measurement plan with explicit attribution limits.