October 2025 – May 2026 · 8-month partnership · Rise Stage
What We Built Together
A plain-English summary of the 8-month engagement.
The goal of the engagement was to use social media as a lead-generation engine for Skin by Brownlee & Co, the Cincinnati skincare clinic specializing in the prevention and treatment of acne and hyperpigmentation. The strategy was a clear content funnel: discovery content building reach and awareness, engagement content driving education and consideration, and conversion content moving qualified viewers into action on the Skin Quiz and product purchases. Every piece of content was calibrated to a specific stage of the purchasing journey, designed to get you in front of the highest-quality audience and convert that audience into leads.
Over the 8 months, that machine got built and proven. October was the strategy build, with posting beginning in November. The early months built the foundation. From January onwards, CTR and PCR consistently exceeded the Rise stage target range, evidence that visitors who landed on the profile were ready to act. In Q2, we focused on growing the depth signals (Saves and Retention) by pivoting the content format toward more educational engagement-stage content. April was the diagnostic month. May was the proof. Saves jumped 80% MoM. Retention recovered 10 points. The May 25 Dark Spots Reel drove 62 saves on its own, the engagement Saves record. The content engine is yours to keep running.
The content engine is yours to keep running.
The Numbers
Four metrics that prove out the strategy.
3.5x the Rise stage target range. Consistently exceeded the ceiling from Month 3 onwards.
4.3pp above the Rise stage ceiling. The conversion architecture worked throughout.
From 111 in January to 263 in May. The Q2 format pivot turned Saves into the strongest pre-purchase signal.
From 153 in January to 228 in May. The community moved from passive viewers to active participants.
For Context
A 17.5% CTR sits well above the 2-4% benchmark typical for skincare brands on Instagram. PCR at 18.3% similarly clears industry norms. The conversion mechanics are operating ahead of where most Rise-stage skincare accounts perform.
Performance Score
Monthly performance scores across the engagement.
Monthly Performance Score
Foundation phase through January. Climbed through March. The Q2 commitment dipped in April as the format pivot started. Recovered to the engagement high in May.
Growth Curve
The depth signals we committed to growing in Q2 grew across the engagement.
+137%Saves growth from January to May
Saves by Month
Saves grew from 111 in January to 263 in May, a 137% increase across the five months of full reporting data. The May 25 Dark Spots Reel drove 62 saves on its own, the engagement record.
Signature Wins
Five posts across the engagement that set the records that defined what worked.
“Dark spots don’t disappear overnight, but they do disappear with the right plan.”
The engagement Saves record. The “specific outcome plus the right plan” hook structure named a clear problem and delivered the full protocol in the caption. This is the format the Q2 commitment proved out.
“PSA: You’re throwing your money away if you do these 5 things after a facial...”
The engagement Shares record. Combines high stakes (financial waste), insider authority, and clear list structure. Built for sharing, and the algorithm rewarded it accordingly.
“SURPRISE! You asked, and we’re delivering! Calling all estheticians, spas and salons...”
A B2B inflection moment. The wholesale partnership announcement opened a new audience segment and proved the content could activate beyond direct consumers.
“New faces, clients, followers, and more. We’re taking a quick moment to reintroduce ourselves...”
The engagement Views record, set in the opening month. The brand re-introduction gave new visitors permission to follow at exactly the moment they were deciding whether to.
“You always have options in men and in skincare.”
The engagement Comments record AND a 60% retention hit in one post. The “men and skincare” framing landed on relatability and humor, and the comments section turned into a conversation. This is what depth and community look like in one post.
The Patterns
Four lessons the engagement proved about Sylvia’s audience and the business.
Women 40 to 60 experiencing hormonal skin changes responded most when content named the experience specifically. “Perimenopause,” “after 40,” “hormonal shifts” functioned as recognition signals, not just keywords.
Reels that named a specific outcome and delivered a clear sequence (“dark spots plus the right plan,” “5 things you’re doing wrong”) consistently outperformed across the engagement. This is the format template.
The Skin Quiz worked as the primary CTA from Month 3 onwards. CTR and PCR both exceeded the Rise stage range throughout. The infrastructure is built and proven.
Three structures consistently outperformed: the “are you doing this” callout for community engagement (May 1 SPF Reel, 60 comments), the contrarian “I would never but” setup for retention (May 18 Tough Love Reel, 77% retention), and the “specific outcome plus the right plan” promise for saves (May 25 Dark Spots Reel, 62 saves). Match the hook to the metric you most want to move.
The full asset handoff with the complete carry-forward playbook lives in the May 2026 performance report’s “What You Carry Forward” section.
We appreciated the opportunity to support your brand. The door is always open if you ever need help again. Wishing you and your business nothing but success.
The Scroll Media team