Application — Growth
ByRokko has 400,000+ reviews and comments on social, yet I found none beside a product on the pages I read.
Who I am
- Former COO of Tabs. Built its creator program to 100M monthly social impressions, and the paid ad engine alongside it.
- Founded Mainstreet, a consumer home-services platform: a team of 70, $25M raised (Greylock, Khosla, YC, Tim Ferriss). It failed.
- Before that: Quintessential Ventures, an early seat at a high-growth startup, and entrepreneur-in-residence at Prehype.
- I'm moving into growth specifically. The creative and top-of-funnel work is what I want to be doing every day.
What I noticed
- Shine Brown is $21.49, beside Oil, Chocolate, Watermelon, Tropical and Peach variants. A first-time buyer must decode the range alone. Fix: Lead with one hero, Shine Brown, and group the rest by tan goal. Seen on /global/collections/all.
- Buy 3 is 20% OFF and Buy 4 is 25% OFF with free shipping. The Big Bundle is free over $105. A strong basket story for a $21.49 hero.
- More than 4 million products sold, 400,000+ social reviews and comments. I found no named customer review in the pages I read.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, from Shine Brown at $21.49 to the bundles.
- Week to week: launching a bunch of different experiments, losers killed early, starting with Shine Brown Oil against Shine Brown Chocolate.
- Creators: beach-holiday travellers, sunbed regulars and routine builders, showing a Shine Brown Chocolate tan beside a Coconut Bomb hair day.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback.
- Event tracking I'd spec and work through with your team, across dollar, euro and Australian pricing. That part isn't me.
Month one
| Metric | Week 1 | Week 2 | Week 3 | Week 4 | Week 5 | Week 6 |
|---|---|---|---|---|---|---|
| Creators live | 0 | 2 | 4 | 6 | 8 | 10 |
| Creator videos / week | 0 | 14 | 28 | 42 | 56 | 70 |
| Landing pages live | 1 | 3 | 5 | 7 | 8 | 9 |
| New ads / week | 12 | 12 | 12–20 | 12–20 | 20 | 20 |
| Unique experiments | 2 | 3 | 4 | 5 | 6 | 6 |
Creators come on two a week, up to ten live by week six, posting 70 videos a week together. New ads and landing pages follow the creators, so every video lands on a page. Proposed.
Creator videos a week = creators live × videos per creator. Week 1: 0 × 7 = 0; Week 2: 2 × 7 = 14; Week 3: 4 × 7 = 28; Week 4: 6 × 7 = 42; Week 5: 8 × 7 = 56; Week 6: 10 × 7 = 70.
How I'd start
- Write a claims sheet from your product pages, so no ad or creator says more than the brand's own wording.
- Brief the first two creators on Shine Brown Chocolate and Shine Brown Oil, one hook per video.
I haven't seen your ad account or numbers; everything here comes from your public site.
I'd love to chat if this makes sense. Grab a time here.
Danilo