Driving Direct-to-Consumer Growth Through Paid Media for Dr. Barbara Sturm

Building a scalable paid media strategy across global markets

We helped Dr. Barbara Sturm, a luxury skincare brand, move from a reseller-led model to a profitable direct-to-consumer strategy. With no historical data or analytics in place, we built a full-funnel paid media approach that unlocked performance in core markets and scaled across multiple territories. Our phased strategy nearly doubled ROI while increasing media spend, giving the brand a new level of commercial control and customer insight.

What we did

Market expansion strategy

Paid search & social activation

Data & analytics setup

Creative & audience testing

The results

0x

spend on paid media channels

0x

increase in revenue

0%

ROI improvement

The challenge

When we began working with DBS in early 2020, the brand was heavily reliant on resellers to drive online sales. With no usable performance data and limited internal understanding of digital media impact, our challenge was twofold: build a case for measurable ROI and grow direct sales through their own ecommerce site. This required taking internal stakeholders on a journey of education and trust, while proving performance market by market.

Our approach

We began by focusing on the markets most likely to deliver immediate revenue: the UK, US and Germany. Our performance-led strategy was built from the ground up, with initial efforts concentrated on branded paid search, Facebook retargeting and product-level search campaigns. Once these channels were performing strongly, we introduced Google Shopping and non-brand paid search to grow consideration, followed by upper-funnel activity such as display, Facebook prospecting and YouTube to drive awareness.

 

Understanding that 45% of customers needed more than one visit before converting, we implemented a robust retargeting framework to re-engage high-potential users across multiple touchpoints. We also refined our social strategy to support new product launches, shifting focus towards prospecting campaigns designed to bring fresh customers into the funnel rather than solely retargeting existing audiences.

To protect the brand and reduce competitor visibility, we used paid search to safeguard branded queries. As performance and stakeholder confidence grew, we expanded the activity to new regions, prioritising markets based on ROI. This phased rollout included additional English and German-speaking territories across Europe and beyond.

 

We continued to evolve our platform mix by incorporating YouTube, TikTok, Instagram and Pinterest, unlocking new audience segments and broadening the brand’s reach. To improve traffic quality in our upper-funnel campaigns, we layered high-performing demographic and interest-based segments with targeted keyword strategies. We also focused on maximising visibility in areas with the strongest demand and return, ensuring investment was directed where it would make the greatest impact.

 

Testing was central to our approach. We regularly trialled new combinations of channels, creatives and audiences to identify opportunities for scalable growth. All performance was tracked through a centralised, integrated data dashboard, ensuring every stakeholder had full visibility and confidence in the results.

Insights