Natural skincare, made in Germany
Naturkosmetik München, or nkm for short, is a fast-growing company based in Munich that creates innovative and sustainable skincare. nkm products are based on plant-based and mineral ingredients, combined with potent active ingredients and vitamins. With its own reusable packaging system, nkm is setting a new standard for sustainability. The brand’s close connection to its community defines it as a modern "love brand," as transparency and the highest quality are deeply embedded in its core values.
Targeted new customer acquisition through a full-funnel strategy
Competition on Meta is fierce and CPMs are rising—especially in the saturated beauty segment. To stand out from the crowd, you need a strong offer or a fresh approach to acquiring new customers. Our Audience Saturation Report also showed that the previous campaign setup was barely reaching new target groups, as conversion campaigns are difficult to scale when focusing on new customers.
The idea? Open up the top of the funnel—meaning earlier engagement in the customer journey through awareness and traffic campaigns, building a full-funnel strategy, and diversifying creatives for each funnel stage.
From conversion-optimized campaigns to a long-term strategy
New customers need clear and varied touchpoints in their customer journey to get to know the brand. The new strategy addresses exactly this: a structured funnel with diverse content and tailored touchpoints for every phase, organized through clear budget allocation and defined KPIs.
New customer acquisition including strong personal branding
The new campaign focused on the topic "Strengthen your skin microbiome" from the cross-departmental marketing plan was coming up. What we already knew: content featuring founder Mareike is among the top performers—not just as the face of the brand, but also in conversion ads. We leveraged this advantage specifically for upper-funnel campaigns to authentically communicate nkm's USP and values, as well as through partnership ads in the traffic segment. Here, personal branding videos achieved a 50% higher CTR on average.
We expanded our storytelling by using internal content creators who presented the products and their effects in educational ads, reliably driving traffic. The focus here was on content about strengthening the skin microbiome in one of the hand creams—high-click hooks provided the performance uplift. To trigger the conversion, a simple static image with an offer was now sufficient.
Thanks to a clear content strategy and smarter budget allocation, best-performing products were identified early. The key to success? Moving these products into an additional scaling campaign that was optimized for new customers from the start—resulting in an impressive 87% new customer share. Through specific targeting by age group, performance continued to increase significantly (e.g., hand creams as top performers for older target groups).
The conscious decision to use Meta strategically as part of the overall channel mix and to optimize for a blended ROAS paid off—proving that data-driven creative strategies enable sustainable growth.
