Sḵwálwen Botanicals Paid Advertising Case Study
META & Creator Management
The Performance Overview.
From February to December, the strategy delivered:
5.19 blended ROAS
A balanced funnel of new vs returning customers
High-performing creative formats that scaled predictably
A strong Q4 lift driven by placement + creative optimization
The combination of creative direction, smart acquisition strategy, and real-time collaboration created a year of consistent and profitable performance.
The Funnel Insights.
New Customer Acquisition
3.34 ROAS
Highly stable acquisition costs
Significant expansion of Om’s customer base
Returning Customers
9.45 ROAS
Strong replenishment cycles
High retention efficiency
Insight: The ratio of new vs. returning customers indicates a healthy, scalable funnel with strong repeat behaviour.
The Perception.
Before working with SWTCH HOUSE, Sḵwálwen Botanicals had previously experimented with Meta advertising through a contractor several years earlier — an experience that didn’t deliver the results they had hoped for. More recently, they had also heard what many growing brands are told:
Meta ads are too expensive.
Paid acquisition isn’t effective for smaller, values-driven brands.
The risk often outweighs the return.
At the time, our businesses were neighbours, just a block away from each other. Both Robyn, Co-Founder of SWTCH HOUSE, and Dr. Leigh Joseph grew up in Squamish, and the idea of working together came up organically after we reached out to congratulate Sḵwálwen on winning a local small business award.
As an Indigenous-owned botanical skincare brand deeply rooted in culture, community, and education, Leigh was understandably thoughtful about how, and if, paid advertising fit into their growth strategy. Rather than rushing into anything, we spent the next two months talking, meeting, and building alignment before officially beginning our partnership.
Strategical Alignment.
We began working with Dr. Leigh Joseph and her team on a very strategic shared goal:
To build a paid acquisition system that respects the brand’s values, protects margins, and supports long-term growth, it’s not about short-term wins.
Rather than rushing into scale, we focused on:
understanding the brand deeply
aligning creative with education and storytelling
building trust with new audiences
and creating a sustainable acquisition foundation
The Turning Point.
Within the first eight months, the results spoke for themselves, not just in performance, but in confidence.
In Spring 2024, Dr. Leigh shared a video testimonial reflecting on her experience working with our specialized team; a moment that marked a clear shift in how Sḵwálwen viewed paid acquisition.
Meta ads weren’t just working. They were working intentionally.
Why META Advertising was Working This Time.
01 — Creative That Educates, Not Interrupts
We leaned into what was already working organically for the brand: founder-led education, ingredient storytelling, and culturally grounded messaging. Our creative team built a performance advertising strategy designed to ensure every ad felt like a natural extension of Sḵwálwen Botanicals, never an interruption.
One of the greatest compliments we’ve received from Leigh, her team and her friends and family is how deeply we understand and embody the Sḵwálwen brand through both content and copy.
02 — New Customer Acquisition as the Core Win
Beyond sales performance, the standout success has been new customer acquisition.
Meta became a powerful channel for:
introducing new audiences to Indigenous botanical skincare
building trust at first touch
growing the top of the funnel in a meaningful, values-aligned way
This influx of new customers strengthened Sḵwálwen’s long-term growth and brand awareness well beyond paid ads alone.
03 — A True Partnership, Not Just Ad Management
Our relationship with Sḵwálwen is deeply collaborative.
Our teams connect weekly (sometimes daily) via their preferred communication channel - Basecamp, and on a recurring monthly video call to stay ahead of:
shifting market trends
shipping and inventory realities
creative performance insights
seasonal strategy planning
This ongoing alignment ensures strategy, creative, and execution move together, especially important for a growing brand with real-world operational considerations.
The Long-Term Impact.
By Summer 2025, Sḵwálwen Botanicals was up 79% year-over-year, marking a significant milestone in the brand’s growth journey.
And this partnership continues to evolve.
By November 2025, we’ll celebrate two years of working alongside Dr. Leigh Joseph and her team, supporting the scale of an Indigenous-owned skincare brand with care, strategy, and intention.
The Key Success Drivers.
✔ Creative-first performance strategy
✔ Full-funnel customer acquisition
✔ Strong returning customer efficiency
✔ Placement-level optimization
✔ UGC replenishment for always-fresh creative
✔ Transparent, responsive collaboration
✔ Strategic channel alignment (Meta + Google + UGC)
Om Organics rebuilt their confidence in paid acquisition, and exceeded their annual performance goals, through a partnership grounded in:
trust
strategy
communication
data
creative excellence
Meta became one of their most consistent and profitable acquisition channels, supporting sustainable year-over-year growth without ever revealing revenue or spend.