Skincare
Gameplan Skincare
Building organic acquisition at scale for a performance skincare brand through AI search.
Overview
The Brand
Gameplan Skincare is a results-focused skincare brand for active consumers. They had strong product-market fit evidenced by exceptional review scores but were almost entirely dependent on paid media for new customer acquisition — a fragile and expensive position.
The Challenge
A skincare brand that lives and dies by paid media has no floor. When ad costs rise or platforms change their algorithms, the whole business shudders. Gameplan needed to build a durable organic acquisition engine — both on traditional Google and, increasingly, on AI search platforms where consumers were beginning to research skincare regimens.
Our Approach
How We
Grew Gameplan Skincare
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01AI Brand Discoverability
We built Gameplan's entire content and entity strategy around AI search optimization. We identified 40 high-intent query clusters that Gameplan could realistically own — 'skincare routine for athletes', 'best moisturizer after workout', 'sunscreen for active lifestyle' — and produced authoritative content for each.
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02AI Content at Scale
We used our brand-trained AI content engine to produce 60 pieces of SEO content in 90 days — a volume that would have taken 18 months with traditional content production. Quality was maintained through human editorial oversight on every piece.
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03Amazon SEO
We applied the same AI-driven keyword and content methodology to Gameplan's Amazon listings — rebuilding every title, bullet, and A+ content module around the winning search terms from our organic research.
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04DTC Strategy
We redesigned the Shopify site architecture to funnel organic visitors into high-converting product pages, removing the friction that had been bleeding the organic traffic Gameplan did have.
Results
