How Laura Geller Replaced 3 Ad Creative Agencies and Now Runs 200 Ads a Month Using Refunnel
Campaign Results
Project Overview
Laura Geller replaced three content agencies with TikTok Shop creator content. Refunnel handles sourcing and ad access; they now launch 200+ partnership ads a month, and those ads outperform everything else in the account.
About Laura Geller
Laura Geller is a cosmetics brand built for women with mature skin.
The brand sells on Meta, Pinterest, Amazon, and TikTok Shop.
It operates from one office in New York and is part of the AS Beauty Group.
We spoke with Raegan Duffy, Manager of Creative Performance & Partnerships, and her teammate Regine Joy Aparado, Creative Performance Associate.
When Raegan joined, she took over an ad creative pipeline. This pipeline worked with three different content agencies.
Each agency produced a set number of assets every month to test on Meta.
However, the pipeline was expensive and the assets didn't convert.
"We were getting all these assets and they weren't performing," she said.
Since this approach wasn’t working, the team decided to test their TikTok Shop content against the agency’s assets.
The TikTok Shop content saw quick spending growth.
It also had a higher ROAS and better hook scores than the agency’s work.
That gave the team an idea: take the creator content already working on TikTok Shop and bring it to Meta.
The process worked, but it was entirely manual.
Raegan and Regine had to find promising creator videos, reach out to creators for permission, pull the videos, and manage the process themselves.
It proved the opportunity was there.
But it wasn’t a system they could scale.
"Things were getting crazy, we were managing every contract, payment, invoice, and all the tracking individually."
The Switch to Refunnel
That’s when they switched to Refunnel.
With Refunnel, the team built a partnership program for Meta based on TikTok’s affiliate model.
TikTok Shop creators who agreed to have their videos run on Meta received 3% of ad spend, capped at an agreed upon rate.
Raegan and Regine use Refunnel’s Social Listening Tool to find videos featuring the products they want to promote.
When they found them, they request partnership ads access right from the dashboard.
The creator gets a message in their DMs and accepts the request.
Creators receive $100 for simply accepting the request, plus 3% of the total ad spend on their video.
Then, she hands the video off to the growth team, who builds and launches the ads.
What Refunnel Unlocked
Partnership Ads sourced from Refunnel are now the account’s best-performing ads, replacing the need for three creative ad agencies.
Laura Geller now finds and launches hundreds of ads every month using Refunnel.
One creator with just a few hundred followers authorized a large volume of ads that went on to drive nearly seven figures in spend.
That creator generated a multi-million-dollar return, tens of millions of impressions, and tens of thousands of purchases.
The rest of the roster performs at scale too: on Meta alone, Laura Geller creators have driven thousands of ads, millions in spend, eight figures in revenue, and hundreds
of thousands of purchases.
Why Refunnel?
Before Refunnel, Raegan was doing all of it by hand: finding the videos, messaging creators, negotiating, tracking payments.
The program worked, but it only moved as fast as one person could work.
Now the whole thing runs in one place.
She finds videos with Social Listening, requests ad access from the dashboard, and the creator accepts in their DMs. Payments go out automatically.
"Before Refunnel, I was doing everything manually, and making the switch has made my life so much easier and our entire process so much more efficient."
The Results
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