Operating across multiple European markets presented a familiar challenge. While MERIT had developed a strong creator content programme in the US but creative assets were often used across several territories regardless of local audience behaviours and content preferences.
With increasing competition from established beauty brands and emerging direct-to-consumer players, MERIT needed a more relevant approach that could improve engagement and drive stronger media performance without compromising brand consistency.
We worked closely with the MERIT team to build a more localised creator strategy across Europe. Rather than relying on a shared content pool, creators were selected and briefed at market level to better reflect local beauty behaviours, platform trends and audience expectations. Creative briefs were adapted by market while maintaining consistent brand messaging and visual guidelines.
A full-funnel framework was implemented to ensure creator content supported users throughout the customer journey, from product discovery and education through to purchase consideration.
Performance was continuously monitored to identify the creator profiles, formats and messaging approaches driving the strongest outcomes. These learnings were then used to inform future creator selection, briefing and content development across the programme.
The result was a more scalable and insight-driven creator model that balanced global brand consistency with local market relevance.
Increased in combined
ROAS
Increase in combined CTR
(Click-Through Rate)
