Fashion and beauty brands were stuck in a cycle of product-focused advertising - creating 20+ variations of the same promotional content, hoping one would work.
This approach led to audience fatigue, rising acquisition costs, and diminishing returns. Despite increasing ad spend, conversion rates and customer lifetime value remained stagnant.
Unreasonable introduced a human-first marketing framework that transformed how brands connect with their audience. Our approach delivered through three core elements:
Story-Centric Creative Strategy
Instead of leading with product features, we built narratives that positioned products within larger lifestyle stories. This approach, inspired by iconic campaigns like Air Jordan, created emotional connections before purchase intent.
Broad-Reach Audience Architecture
We moved beyond narrow shopping campaigns that target only the 3% ready to buy. By expanding reach through broad targeting, we connected with audiences at earlier stages of their journey, dramatically improving campaign efficiency.
Journey-Optimized Landing Experience
Testing revealed collection pages outperformed product pages for fashion and beauty brands. This discovery-based approach let customers explore on their terms, leading to higher average order values and stronger brand affinity.
The impact was immediate and transformative across all key metrics:
- 20x increase in profitable ad spend within 90 days
- Significant reduction in customer acquisition costs
- Higher average order values through collection-first landing pages
By prioritising human connection over immediate conversion, brands achieved sustainable growth while building a foundation of loyal customers who engage beyond discounts. The system proved that when you respect the customer journey, metrics like lifetime value naturally follow.