How RH helped get Silly George back in profit after an extended decline, with consistent $15–20K days and a full-funnel growth strategy scaling across platforms.
Niche
Beauty
Consistent $15–20K days
Global DTC brand selling in multiple markets
Profitable scaling, creative clarity
Full confidence in marketing again
Niche
Beauty
The Background
Four years ago, Miranda and Lee launched their Australian brand with a global vision. From day one, they were ambitious, driven, and hands-on. Lee even managed the ads himself for the first 18 months. But as the business grew, so did the complexity. Managing campaigns while running the company became unmanageable, so they hired a media buyer. That worked for a while.
10 months ago, they underwent a major rebrand. It should’ve been a fresh chapter. Instead, it marked the continuation of a longer-term decline. Ads weren’t profitable. Nothing seemed to gain traction. They were constantly second-guessing creative, unsure who was responsible for what, and felt like they had outgrown their marketing team.
They hired another agency in hopes of turning things around, but after two months of underwhelming results, it was clear the fit wasn’t right. At that point, ownership changed hands. Miranda and Lee exited the business, and Ed, now the owner, reached out to Right Hook after seeing no progress under the prior team
Enter Right Hook.
THE CHALLENGE
This wasn’t just a media buying issue; it was a profitability crisis tied to the brand’s strategic direction. Their current team were just button pushers and not Strategists. The focus had been on products (lashes, growth serums, etc.) that had been heavily advertised for years. They had advertised the same products for years with no change, and their competitors had done the same too.
The market was just dead for those kinds of products.
There was also a feeling that no one truly understood the business or how to turn it around. Their prior agency creative wasn’t working and sucked and that turned into months of frustration, financial strain, and missed opportunities had left the team searching for clarity, control, and a path forward.
If nothing started working soon, the brand would go under.
Hear From the Founders
THE STRATEGY
Right Hook (RH) began with a deep dive audit and strategy planning with creative, copy, product mix, margins, campaigns, and customer journey. Once we finished, the RH team already had a full grasp of the business, what was broken, and how to fix it.
The problems were obvious. Together, this is what needed to be done:
- Launch a new mechanism of their top-selling product. Our experience and research showed that since the same eyelashes and lash growth serum had not only been advertised for years by Silly George and their competitors, more ads won’t fix that. Our team has literally made 1000+ ads in the beauty space, and VERY LITTLE can fix a dead market.
- Leverage the new “product mechanisms” and introduce it to the market as something new and never seen before. This would create a “reinvigoration” to the market and sales would follow. (and boy did they…fast)
- Use some shock & awe creative strategy to increase attention rates. Beauty all looks and feels the same. So to get attention, you have to do what others aren’t doing, won’t do, or create shock factors.
- Run our 7-fig product drop playbook on the new release of the “new product mechanism” to build momentum we can carry through and scale.
- Leverage our unique process of executing this at a world-class level across Paid Social, Google, and Retention (email/sms)
Once we got the green light and the new product mechanism where ready, we executed it in 2-week sprint cycles across Paid Social, Google, and Retention. Running such an intensive brand turnaround meant we needed the highest level of project management and coordination from our team.
It worked, and performance rebounded fast.
THE RESULTS
What Worked Well
Within just six weeks, the brand was back in profit after a prolonged period of losses.
In those six weeks, daily revenue went from $2k/day to $20k/day with strong margins and plenty of room to scale.
Confidence in marketing was restored after nearly abandoning the platforms and almost abandoning the business.
The founder once again had cash in the bank, full visibility that creative was working, clear targets, and now 3 marketing channels that could be scaled (Paid Social, Google, Retention) without needing to chase updates from their marketing teams. Note: our team sends very frequent updates.
And with a revamp of their best-selling product, it was scaling like the easy days. “Feels like we have no ceiling. Like the more we spend, the more we make.”
FINAL TAKEAWAY
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"The value has been massive"
Miranda & Lee – Silly George
The RH team and Silly George didn’t just deliver results together, we brought the business back to life.
“The value has been massive—way more than we actually give them back in payment. The results are there, which is the bottom line. Results mean cash in the bank. That feeling of the business growing and moving forward.”
What started as a turnaround is now a roadmap to scale. And with RH in the passenger seat, the brand’s future isn’t just stable, it’s full of upside.
Luke Bradley
Luke Bradley is the top 1% of Strategists in the world. So much so that he is now our team’s COO and Head of Media Buying. He believes strategy should be built in a system and flywheel so that it’s repeatable and scalable. He and his team have made 1,000 of ads and know exactly what it takes to scale a brand’s profit.
When you partner with us, you don’t just get someone to ‘watch your ad account’. We’re your strategic marketing arm, your outsourced CMO and your on-the-pulse, eCom growth experts ready to guide you every step of the way
We treat your business as if it were our own, looking at the bigger picture and constantly brainstorming ways to improve, add value and scale your brand profitably. Because when you win, we win. It’s not about getting a certain number of clients for us, it’s about getting the right clients. You know your potential. We help you get there.
So what will it be, growth or death?
