The Challenge.
Born To Be Free produces 100% natural, tallow-based body butters and skincare, but overcoming the 'ick' factor of putting beef fat on skin and competing with synthetic corporate skincare brands was a major hurdle.
- Overcoming consumer skepticism about putting animal fat on skin
- Educating the public on synthetic chemicals in mainstream skincare
- High acquisition costs trying to scale a niche organic product
Our Strategy.
We put animal-fat skincare to the test on the street. Through blind product texture trials and toxic ingredient guessing games, we turned skepticism into belief.
The Blind Touch Test
Having people feel Born To Be Free tallow balm without knowing what it is, then capturing their amazed reactions when the ingredient is revealed.
Chemical Guessing Game
Asking passersby to guess what toxic synthetics are in their favorite high-end corporate skincare, contrasting it with tallow's single-ingredient purity.
Education via Texture
Demonstrating how tallow mimics the skin's natural lipid barrier, converting skeptics with real-time physical proof.
The Myth-Buster
Boots on the Ground.
We hit busy shopping and health districts. Within 10 days, we captured raw, unfiltered reactions of consumers feeling the difference of grass-fed tallow skincare.
50%
CPA Reduction
8.5s
Avg Watch Time
The Results.
E-commerce metrics that proved clean skincare wins.
-50%
Lower CPA
Cut cost per acquisition in half by breaking the mental friction of tallow.
3X
Watch Time Increase
Average watch time tripled as viewers loved the suspense of the blind reveal.
4M+
Total Views
The series went viral among organic skincare and clean beauty enthusiasts.
Key Takeaways
Show, Don't Lecture.
Instead of telling people tallow is good, let them see real reactions to its luxurious feel.
Friction to Hook.
Embrace the weirdness. Using the surprise of beef tallow as a hook keeps viewers watching.
Ingredient Transparency.
Exposing what's actually in synthetic cosmetics makes the clean alternative an instant sell.
We had a massive barrier explaining beef tallow skincare. Street Poller made it fun, disarmed the skeptics on camera, and made our e-commerce ads highly profitable.
Head of Growth
Born To Be Free
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Frequently Asked Questions
How did Born To Be Free lower CPA?
By using blind touch tests and ingredient trivia on the street to break the skepticism around beef tallow skincare, achieving a 50% lower CPA.
What was the watch time increase?
The suspense of revealing the secret ingredient (grass-fed beef tallow) tripled average watch time to 8.5 seconds.