Iskander Zrouga @IskanderZrouga - Twitter Profile

We broke down the paid media funnel of a brand that hit a $1.8B valuation. Most beauty brands on Meta are producing creative for one type of buyer. Glossier are producing creative for an identity. That distinction explains everything about how they scale without ever looking like they're selling. We broke down their entire paid media system. Here's what it actually looks like when a community-first brand commits fully to persona-led creative and builds a structure that Andromeda was made for. The breakdown covers: - How their UGC-heavy, multi-format approach feeds Meta's algorithm with the creative signal density it needs to find the right buyer at the right moment - Why scaling a brand built on identity and community requires a fundamentally different creative strategy to a traditional beauty brand - How they maintain premium positioning and cultural cachet while producing the creative variation Andromeda demands across every stage of the funnel - The distinct psychological role each format plays (UGC, high-production launch creative, sensory content, statics, comment reply) and why pulling any one of them out breaks the system - Why persona-led creative is the only sustainable growth model for a brand like this, and what it teaches us about scaling in one of the most oversaturated consumer categories in the world Retweet this post and comment GLOSSIER and I'll send it over.

59

52

36

31

4K

Iskander Zrouga

@IskanderZrouga

2 months ago

@oliverwhudson GLOSSIER

0

33

IskanderZrouga retweeted

Olly Hudson

@oliverwhudson

3 months ago

We mapped the full persona-led creative system we run for 8 and 9-figure DTC brands. It's yours. Persona-led creative strategy has been the single biggest topic of conversation in our world over the last 6 months - across our client work, our podcast, our Meta partnership, and the broader DTC community we're part of. The problem is that the conversation has been scattered. A framework here, a podcast episode there, a case study buried in a guide. Brands were getting pieces of the picture but not the full system. So we built this. Everything on this board reflects what we are actively doing right now for the 8 and 9-figure DTC brands we work with - from the AI research stack we use to build personas, to the brief structure, to the testing tiers and optimisation rules we run in accounts every day. It's informed by our own data, our official Meta partnership research, and the conversations we've had with people like Maxime - Meta's Creative Strategist for Disruptor brands - who gave us a rare look at how Andromeda actually works from the inside. A single, chronological walk-through of the full persona-led engine - so you can see not just what to do, but why each step feeds the next. Want it? Retweet this post Comment "persona" and I'll send it over