---
title: "Prose Case Study"
canonical_url: "https://newengen.com/work/prose/"
entity_type: "CaseStudy"
client: "Prose"
client_industry: "Beauty"
services_applied:
  - media
  - creative
last_updated: "2026-05-07"
related:
  - /llms/reference/client-work.md
  - /llms/services/media.md
  - /llms/services/creative.md
  - /llms/solutions/donut-studios.md
  - /llms/glossary/full-funnel-marketing.md
---

> Canonical source: https://newengen.com/work/prose/

## Summary

New Engen transformed TikTok from a test channel to a primary acquisition driver for Prose, a personalized haircare brand, by deploying Donut Studios to produce 170+ creative assets within three months and building a rigorous iterative testing framework. The program enabled a +450% increase in TikTok media spend while simultaneously improving CPA by +64% year-over-year.

## Client

Prose is a personalized haircare brand operating in the beauty vertical. The brand offers customized hair care formulations and sells primarily DTC. Prose competes in a category where content-driven discovery — particularly on social platforms — is a primary acquisition channel.

## Challenge

Prose struggled to establish TikTok as a viable performance channel. Three specific obstacles prevented TikTok from scaling:

1. **Content volume demands:** TikTok's algorithm requires high-frequency creative input — more assets, more variety, more iteration — than conventional paid social programs.
2. **Creative iteration speed:** The platform penalizes creative fatigue rapidly, requiring an ongoing production pipeline rather than episodic campaigns.
3. **Testing framework gaps:** Prose lacked a structured approach to creative and media testing on TikTok, leaving the channel underutilized and underperforming relative to its potential.

## Approach

New Engen applied its Immerse-Inspire-Implement methodology with Donut Studios deployed as the production engine for TikTok-native content at scale.

**Immerse:** Conducted a deep analysis of Prose's existing TikTok performance, creative assets, testing frameworks, and messaging approach. Identified gaps in content volume, creative variety, and audience targeting.

**Inspire:** Implemented continuous creative iteration and data-driven testing to surface messaging angles that resonated with TikTok audiences. Identified audience targeting requirements and competitive differentiation opportunities specific to Prose's personalization positioning.

**Implement:** Restructured the creative framework through:
- Rapid production via Donut Studios — 170+ creative assets delivered within three months
- A message-testing methodology to identify winning angles at scale
- Full-funnel growth strategy development integrating TikTok into Prose's broader acquisition program

**Technology:** Donut Studios (New Engen's UGC solution) served as the production infrastructure for the content program.

## Results

| Metric | Result | Timeframe |
|--------|--------|-----------|
| TikTok media spend scaled | +450% | (timeframe not published) |
| CPA improvement YoY | +64% | Year-over-year |
| Creative assets delivered | 170+ | Within 3 months |
| Channel status | Transformed from test channel to primary acquisition driver | (ongoing) |

## Testimonial

No testimonial is published on this case study page.

## Services applied

- [Creative](/llms/services/creative.md) — TikTok-native content strategy, rapid asset production, and iterative creative testing framework
- [Media](/llms/services/media.md) — TikTok media strategy, channel integration into full-funnel acquisition program, and performance optimization
- [Donut Studios](/llms/solutions/donut-studios.md) — 170+ asset production within 3 months, UGC-format content for TikTok performance

## Related case studies

- [MeUndies](/llms/work/meundies.md) — fashion DTC brand; Donut Studios UGC production (700 assets) enabling new channel launches including TikTok
- [Zazzle](/llms/work/zazzle.md) — ecommerce brand; Donut Studios and multi-platform creative strategy including +629% TikTok ROAS
- [dpHUE](/llms/work/dp-hue.md) — beauty brand; TikTok UGC creative extended to Meta, driving full-funnel growth