Social Ads Success Story / Cosmetics Sector

Greater reach with a more economical CPM

Multichannel strategy for a major cosmetics brand: TikTok Ads to scale reach while cutting CPM in half, and Facebook + Instagram Ads to generate direct sales with 64 purchases and a 1.28x ROAS in international launch campaigns.

360k

Monthly reach on TikTok
with CPM reduced by half

Purchases generated
with a €4,262 investment

1.28x

ROAS in international
launch campaigns

I want to be the next success story

The starting point

A cosmetics brand came to Rodanet with the goal of scaling its social media presence and generating direct sales in several international markets simultaneously. The challenge was twofold: on one hand, to increase reach efficiently by reducing the cost per thousand impressions; on the other, to generate real conversions in launch campaigns in Spain, Portugal, Germany, and France with controlled investment.

The challenge

To design a multichannel Social Ads strategy combining TikTok to scale reach at a low cost and Facebook + Instagram to generate direct sales in international sales and product launch campaigns.

The strategy

What we did

TikTok Ads to maximize reach at a low CPM

Implementation of TikTok Ads campaigns oriented toward massive reach with continuous CPM optimization. Thanks to the nature of the TikTok algorithm and targeting based on beauty and cosmetics interests, we managed to reduce the cost per thousand impressions by half while monthly reach scaled from 100k in April 2025 to 360k in February 2026. TikTok proved to be the most efficient channel for brand visibility in this sector.

Facebook + Instagram Ads for international conversion

Design of conversion campaigns in Meta segmented by country (Spain, Portugal, Germany, and France) with creatives and copy adapted to each market. January 2025 sales campaigns and Christmas packs with optimization toward direct purchases on the website. Result: 64 purchases with an investment of €4,262 and a global ROAS of 1.28x.

Coordinated multichannel strategy

Coordination of both channels to complement each other: TikTok generated brand awareness and warmed up audiences, while Meta converted that interest into sales. The cross-platform retargeting strategy allowed us to leverage discovery traffic from TikTok to close conversions on Meta with a more efficient cost per purchase.