A young haircare brand blew up on TikTok with one product that makes curls easy, then had to prove the demand would outlast the trend. Midsummer Agency built its paid advertising from nothing, kept the creative moving so the product stayed new, and more than doubled its Black Friday revenue in Italy.
PPCPaid SocialCRO
The brand is a US-based Shopify store selling haircare to young women. It launched around a single hero product, a curling product that gets a head of curls with far less effort than the usual methods, and later added complementary accessories such as hair ties.
It grew up fast. User-generated videos showing the before and after took the product viral on TikTok, and the founders wanted to carry that growth into paid channels and into Italy.
That kind of success is hard to keep hold of:
We were the first agency on the account, and set it up from zero.
The founders came to us with a product people already loved on TikTok and a goal of turning that moment into a business: grow sales through paid channels, build the brand in Italy, and hit a Black Friday target that looked ambitious for a store this young.
TikTok had done the hard part and created the demand. It also set a clock running. A trend-led product stays in demand for as long as people keep seeing it in a fresh light, and paid social burns through creative quickly.
That meant building 3 things at once.
We set up Google Ads and Meta Ads from scratch and ran them side by side, then added CRO advice on the Shopify store as the numbers showed where people were dropping out. The brand’s lean team handed us more than campaigns, so our work reached into brand strategy as well.
ServicesGoogle Ads · Feed Management
We built the account from the ground up, starting with tracking and the brand’s advertising voice: young, fresh and built on the visible transformation that made the product famous.
Very few people type the name of a product they have never heard of into Google. They find it by seeing it. So we put the weight on Performance Max, which carries the product imagery across Shopping, YouTube, Display and Discover and puts the result in front of people before they know to search for it.
Every viral video sends a wave of people to Google typing the brand name. We built a dedicated trademark campaign so those searches land on the store, and so brand demand shows up as its own number instead of disappearing inside the rest of the account.
ServicesMeta Ads · Creative
On Meta, the product and the audience stayed the same while the angle kept moving. We tested new ways of showing it to keep it looking new: the before and after, how little time a full head of curls takes, real customers filming themselves.
With no creative team in-house, new video came in slowly. We made every piece of footage go further, reworking user-generated content into fresh ads with new hooks and new cuts rather than waiting for the next shoot.
Our experience with other haircare and beauty brands meant we could skip a lot of guesswork on which hooks work for this audience, and use the testing budget on new audiences beyond the core group.
Discount codes ran through the ads almost continuously, so each promotion had a reason to click and a way to measure what it did.
ServicesConversion Audit
CRO wasn’t part of the original scope. The campaign data kept pointing at the same opportunities on the Shopify store, so we fed optimization suggestions back to the founders as we went.
We recommended a Shopify integration that emails abandoned carts back to their owners, and performance improved once it went live.
ServicesGoogle Ads · Meta Ads · Feed Management
For Black Friday in Italy we ran Google Ads across all its networks, each with its own job:
On Facebook and Instagram, promotional campaigns pushed the limited-time Black Friday offer, and remarketing went after past visitors and people who had left something in their cart.
We lined up creative and copy across Google and Meta so the offer read the same way on every screen. We also built a custom tracking setup for the customer journey and a Looker Studio dashboard, so the founders could watch the month play out in real time.
Black Friday landed well past what the store had done before. Across the month, revenue more than doubled, traffic rose 169%, and transactions climbed 128%, all in a market where the brand was still new.
Outside the peak, the same approach did the steady work: product-led Performance Max, a trademark campaign catching every name search, a steady flow of new angles on Meta, and cart recovery closing the gap on the store.
They have an excellent strategy to improve the audience. They made themselves available whenever we needed, and that was a pleasure. They did a great job and worked very fast. I am glad that I found Midsummer Agency. They’re doing an exceptional job.
The Founders
US haircare brand
Andrea
Pay Per Click · Paid Social
On the account from day one: built both ad accounts, set the brand’s advertising voice and kept the creative angles coming.
Ecommerce plus physical stores? B2B and B2C under one roof? One market or eleven? The businesses other agencies find too complex are the ones we make shine.
