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Lumen Cosmetics·Beauty & personal care
How Lumen tripled blended ROAS by reallocating to its top 20% of creators
3.1x
blended ROAS in two quarters
−38%
spend on bottom-quartile creators
6 hrs
saved per week on reporting
The challenge
Lumen ran 60+ creator partnerships a quarter across three regions. Performance data lived in agency decks that arrived weeks late and never reconciled with ad-platform numbers, so budget decisions were effectively guesses.
What they did
- Connected Meta, TikTok and Shopify plus the agency's tracking sheet into one campaign model
- Scored every active creator on consistency, audience authenticity and cost per engaged view
- Built a weekly reallocation review driven by INTYRA AI's ROI attribution
- Set alerts for campaigns pacing below their ROAS target
The outcome
Within two quarters Lumen shifted 38% of creator budget from the bottom quartile into proven performers and repeatable formats, tripling blended ROAS while keeping total spend flat.
“The debate in planning meetings is finally about strategy instead of whose data is right.”
Priya Raman — VP, Growth Marketing, Lumen Cosmetics