Validating a DTC body-care launch in the UK
WRAPPY entered the UK market with an anti-cellulite body-wrap formula but no validated demand, no understanding of CAC and no brand identity. Encore Marketing ran customer development and paid testing, built the brand platform and launched WRAPPY across a landing page, Instagram, TikTok and YouTube.
The brief
Before investing in scale the founders needed to know whether the product resonated with UK consumers, what messaging triggered purchase, what the real CAC was against unit economics, how the brand should position itself against competitors, and which channels delivered the highest intent.
What we did
Ran customer development with UK consumers through research, interview cycles and behaviour mapping, which showed high interest in body-sculpting self-care rituals, low trust toward miracle-cure positioning, a preference for bold clean aesthetics, and emotional value in routines and transformation storytelling.
Built a brand platform and visual identity: a visual system inspired by editorial body-care brands, a tone of voice that is empowering and direct, narrative pillars around routine, results and empowerment, art direction for campaigns and product photography, and a colour, typography and texture system.
Designed a conversion-optimised landing page as the core funnel driver, with science-forward benefit explanations, before/after logic, routine-based education, social-proof frameworks, clear CTAs, and a tracking, attribution and analytics system.
Launched Meta campaigns on Facebook and Instagram to test audiences, messaging, creative formats, pricing sensitivity and CAC at scale, using a structured matrix of static visuals, short-form video, routine-based demos, UGC-style content and bold editorial creatives.
Launched Instagram, TikTok and YouTube under one visual language: brand narratives and educational posts on Instagram, short-form routine videos and before/after arcs on TikTok, longer tutorials and expert-style content on YouTube.
Hired and supervised an SMM specialist to maintain the digital presence, and set up a growth strategy, customer journey map and scaling roadmap.
