BOSCIA
Clean beauty in a crowded aisle
boscia was a standout leader in organic clean beauty and botanical science. Rooted in plant-to-bottle formulas and a chemical preservative-free process from its 2002 debut, the brand earned a devoted following in one of beauty's most crowded categories, where a brand has to stand out and convert, not simply be seen.
In 2021, boscia turned to Ruckus to break through the clutter and lead its digital marketing: a full-funnel program across email and paid advertising, built to drive sales and brand awareness in a highly saturated skincare market, with Ruckus leading digital strategy, creative ideation, paid media management, email marketing, and analytics.
Whitespace, not weakness
Before a single campaign went live, Ruckus audited boscia's Google Analytics, Google Ads, and Facebook accounts, reading a full year of historical performance and turning it into a prioritized growth roadmap. Direct and organic search drove nearly three quarters of sessions and almost nine in ten transactions, while paid channels sat essentially untouched, with less than one percent of sessions coming from paid search and display.
Email punched above its weight, under five percent of traffic yet the third-highest source of conversions, a list primed to become a true revenue program. Promo-led creative had historically performed exceptionally well, and years of high-value customer data stood ready to seed new lookalike audiences. Site conversion sat at 3.81% over the prior year, with 78% of traffic arriving on mobile.
An email program with a pulse
Ruckus rebuilt boscia's email marketing around product education, product rollouts, brand partnerships, giveaways, and holiday promotions. The program drove a record high in Klaviyo revenue, the highest in the history of boscia's email program, and added thousands of new subscribers to the list.
On paid media, Ruckus stood up social and search from a near-zero baseline, pairing first-party audience data with disciplined optimization. Facebook and Instagram campaigns drove positive ROAS through short-term and holiday sales, with high-value customer lists cultivating new expansion audiences, while Smart Shopping campaigns boosted conversions and YouTube video fueled branded search, the most profitable campaigns as measured by CPA and cost per conversion.
Two creative territories gave every channel one voice. Wildly Natural: bold, active, and free, accessible skincare that just works, with short, punchy copy and candid photography. From Nature to Nurture: where science and natural ingredients meet, with raw ingredients and close-up detail showing the end result, better, healthier skin. The territories carried straight into feed, turning boscia's AM-to-PM routine into clean, step-by-step product storytelling.
3x revenue growth
The program delivered a 3x year-over-year revenue increase, a 10% lift in conversion rate, 46.4% growth in total net audience, and 8,000 new subscribers. Paid social returned 2x ROAS and Google Ads 3x, proof that a saturated market can still be broken open with the right strategy, run as one connected engine across strategy, creative, paid media, email, and analytics.
