Nova Beauty

The challenge

Nova was a zero-brand launch in one of India’s most crowded categories. They needed cultural relevance, trust and scale — on day one.

Our approach

We mapped a three-tier creator pyramid — two macro anchors, sixteen mid-tier specialists and thirty nano UGC voices. Each tier produced tailored assets: aspiration at the top, education in the middle, proof at the edges. All whitelisted into Meta Spark for paid amplification on day 0.

Outcome

The drop sold out in 72 hours. Paid ROAS settled at 8.7x in month two. Organic search for the brand name 10x’d in 30 days — a sign we had moved beyond performance into demand creation.