From celebrity reach to a revenue engine.
How M.O.B took a founder-led skincare brand from a standing start to 11 million monthly views and a five-figure storefront in its first 60 days.
Client: Oluremi Skin · Founder: Mimi Faust · July 1 to August 31, 2026 · Content, social strategy, automation and full-funnel tracking
Fame without a funnel.
Oluremi Skin launched with something most brands never get: a founder, Mimi Faust, with over 1.5 million followers and a loyal TV audience. What it didn't have was a system.
Posting was random. The brand page was a fraction of the size of her personal page. The new Shopify store had no traffic engine behind it, and nobody could tell which post, if any, actually made a sale.
The job: turn that reach into something that makes money on repeat, without burning out a founder who runs the business every day.
Build the engine. Then measure everything.
Every shoot is batched into a month of posts. Output grew 51% to 157 posts across five accounts in August, without adding a single shoot day.
Every hero concept puts Mimi on camera: mother and daughter reels, values-led real stories, comedy skits and founder authority pieces. We tested product-only posts and retired them. Founder content won roughly 10 to 1.
Keyword DM automation (comment ROUTINE or GLOW) turns comments into DM conversations, and DM conversations into store visits.
Metricool across every social account, wired against Shopify attribution. Every monthly review connects views to sessions to orders to revenue, so decisions get made on sales, not likes.
Five formats shipped and scored every month on engagement, follower growth and store traffic. Winners get next month's slots. Losers get cut.
“Reach is rented. The store, the list and the system are owned. We build what the client keeps.”
The M.O.B operating principleSixty days from zero.
Month one vs. month two
| Metric | July | August | Change |
|---|---|---|---|
| Store sessions | ~2,327 | 3,695 | +59% |
| Total store sales | ~$6,572 | $8,665 | +32% |
| Instagram sessions | ~915 | 1,966 | +115% |
| Instagram revenue | ~$1,190 | $1,763 | +48% |
The ladder we built
August alone did $8,665 in sales, with $3,780 tied directly to marketing. Instagram now brings 53% of all store traffic. Google Search, the demand the content created, converts at 4.5%, four times the social average.
Three lessons any founder-led brand can bank.
No product-only post made the month's top six. Every winning format put the founder's face and voice first. The product closes. The person opens.
Google Search had the highest conversion rate of any channel on a third of Instagram's traffic. People watch a reel, remember the name and search later. If you only judge content by social numbers, you're undercounting it.
Millions of impressions on older channels made zero dollars because no buying path was connected. The fix isn't more content. It's tracking links, keyword automation and a link everywhere attention lands.
From reach to conversion.
Month three moves the focus to sales: a full tracking setup, keyword automation on every reel, a content slate built on the proven formats, an anniversary campaign around the brand's first year, and a commercial we produced for the Carlos King Show, with a landing path ready so borrowed reach lands on owned ground.
Figures per Metricool, Instagram Insights and Shopify attribution, July 1 to August 31, 2026. Results vary by brand, market and speed of execution.
Want this for your brand?
It starts with the Leverage Audit. Four findings from your real accounts, your starting rung, and what the gaps cost you each year.