Turning Editorial into a Performance Engine: How Give Me Cosmetics Scaled Brand Awareness and New Customers at Golden Quarter Pace, with Linkby & Reach plc

The Challenge

Give Me Cosmetics is a fast-growing beauty brand in an increasingly saturated market. Sustaining rapid growth meant reaching new audiences beyond owned channels while delivering measurable acquisition outcomes, not just brand visibility. The challenge was to maintain editorial authenticity while applying a performance framework capable of delivering efficiency and scale during the competitive Golden Quarter.

The Strategy

Give Me partnered with Linkby, a global adtech platform operating on a pay-on-performance CPC model, and Reach PLC, one of the UK's largest publisher networks. Building momentum throughout the year, all partners aligned on an ambitious Q4 strategy to evolve editorial activity from isolated brand stories into a scalable, performance-driven content ecosystem.

Execution and Innovation

The campaign blended editorial credibility with data-led optimisation, to drive performance across Reach's large publisher network. Editorial and commercial teams worked in close collaboration throughout, delivering an approach to content commerce that scaled effectively at the year's most competitive retail moment.

Results

A highly collaborative campaign that blended editorial credibility, data-led optimisation and performance technology to deliver significant brand awareness uplift and new customer acquisition.

Judges' Verdict

"A standout performance-editorial campaign that mastered the balance between editorial credibility and high-scale commercial impact."

"Proving the power of a unified, non-siloed approach to content commerce at scale."