TikTok growth sprint for a D2C cosmetics brand - audit, content system, creative tests and analytics

Initial situation: a D2C brand of skincare cosmetics (RU, average bill 1900-2600 ₽) has been running TikTok for 4 months. Now there are 28 videos, 1.3k subscribers, average reach 800-2500, conversions to sales are unstable. The content was shot on a phone without a single structure, there are no UGC scripts, metrics are calculated manually, the TikTok pixel is installed, but events and attribution are questionable. There is ready-made packaging/positioning, a website on Shopify, GA4 and TikTok Ads Manager are connected, there are 6 competitor reference videos that give 200k+ views.

Technical environment and access: TikTok Business Center, TikTok Ads Manager, Shopify, GA4, Google Sheets/Looker Studio, CapCut/Adobe Premiere, Notion (if convenient). The filming is done by our internal content manager according to your specifications, you are responsible for strategy, scripts, editing templates, analytics and launching tests. We provide access to the office, the budget for tests is 300-500 USD.

What needs to be done in several stages:
1) Diagnostics and strategy for 30 days - analysis of the current account and competitors, identification of 3-5 working content angles, formation of hypotheses for the top/middle of the funnel, map of categories and frequency. The result is a document/board with content logic, examples of hooks and rules for packaging videos.
2) Creative system - development of 12 detailed scenarios (UGC, problem-solution, comparison, routine, myth-busting) with clear timing, text on the screen, voice-over, B-roll, lighting/angle requirements, and 3 editing templates in CapCut or Premiere to speed up production. The result is ready-to-shoot scripts and templates so that the team can produce 4-5 videos per week without loss of quality.
3) Setting up measurements - checking TikTok Pixel and events on Shopify, comparing events with GA4, setting up a UTM standard, creating a dashboard in Looker Studio or Google Sheets with auto-updating (minimum: views, retention, profile CTR, clicks, CPC, CPM, ATC, Purchase, CPA, ROAS, share of new users). The result is a single report and instructions on how to maintain the correctness of the data.
4) Test sprint - launching and conducting tests of Spark Ads or regular In-Feeds (as agreed) on 6-8 creatives, 2 audiences and 2 offers, with stopping/scaling rules. The result is a table of tests, conclusions for each creative, a list of winners and recommendations for the next cycle.

Restrictions: you cannot use medical promises and prohibited wording (acne, treatment, guaranteed effect), you cannot show before/after in a format that violates TikTok policies, you cannot disclose the ingredients of suppliers. Filming is possible only on iPhone 13-15, without studio rental. The model's voice is Russian, without English dubbing.

Measurable acceptance criteria:
- 12 scripts were provided in a format suitable for filming without clarifying questions, and 3 editing templates with examples of text/subtitle insertions.
- The dashboard shows TikTok Ads data and key Shopify events, is updated without manual copying, and contains support instructions.
- At least 1 full test cycle has been carried out (at least 6 creatives), there is a final report with conclusions and a plan for the next sprint.
- After implementing the content system and releasing at least 12 videos in 30 days - achieving one of the KPIs to choose from: average video reach x2 from the current base or subscriber growth +25% while maintaining average retention not lower than the current one (fixed at the start).

Interaction format: 2 calls of 45 minutes per week, everything else in Notion/Telegram. Completion time: 3-4 weeks.