"We were spending £80,000 a month on influencer campaigns and couldn't tell if any of it was working. Dreabee didn't just fix our data problem — it changed how our entire team thinks about creator partnerships."
— Maya Thornton, Head of Growth at Luxé Skin
The problem: £80K a month and no way to measure it
Luxé Skin is a direct-to-consumer skincare brand based in London. In 2023, they were growing fast — and spending heavily on influencer marketing to keep the momentum going. Their budget had ballooned to £80,000 per month across 40+ creator partnerships on Instagram and TikTok.
The problem? They had almost no visibility into whether any of it was actually working. Campaign attribution was a mess. Engagement numbers looked great on paper, but conversions were disappointingly low. When they dug into why, the answer was uncomfortable: a significant portion of their creators' followers weren't real people.
Their previous vetting process was manual — checking follower counts, skimming comment quality, and relying on gut feel. With 40+ active creator relationships, this simply didn't scale. And it wasn't working.
The discovery: fake followers weren't the only issue
When Luxé Skin's Head of Growth, Maya Thornton, signed up for Dreabee in January 2024, the first thing she did was run their entire creator roster through the audience authenticity checker. The results were shocking.
Of their 40 active creator partnerships, 8 had more than 40% fake or suspicious followers. Worse, 3 of their top-spend creators — each receiving £5,000–£8,000 per campaign — had authenticity scores below 55%. Luxé Skin had been paying premium rates for audiences that didn't exist.
But audience fraud wasn't the only problem Dreabee surfaced. The audience overlap analysis revealed that 12 of their creators shared more than 60% of the same followers. They were effectively paying multiple creators to reach the same people over and over again.
Initial audit findings — January 2024
The solution: rebuilding the creator roster from scratch
Armed with real data for the first time, Maya and her team made a bold decision: instead of incrementally improving their existing roster, they would use Dreabee to rebuild it entirely. They set strict new criteria for every creator partnership:
- Minimum 80% audience authenticity score
- Engagement rate in the top 30th percentile for their follower tier
- Less than 40% audience overlap with any existing creator partner
- Primary audience location matching UK target demographic (65%+)
- Minimum 18 months of consistent posting history
They used Dreabee's creator search to identify candidates, filtered by niche (skincare, wellness, clean beauty), UK location, and follower count between 20K–300K. The goal was to replace celebrity macro-influencers with a diversified network of highly-engaged micro and mid-tier creators.
The results: from 1.1× to 5.2× ROAS in six months
The rebuilt creator roster launched in March 2024. By June, the results were already dramatically different from anything Luxé Skin had seen before. By the end of Q3, the numbers were speaking for themselves.
Revenue attributed to influencer campaigns rose from £38K in Q4 2023 to £340K in Q3 2024 — on nearly the same £80K monthly budget. Cost per acquisition dropped from £47 to £18. Average ROAS climbed from 1.1× to 5.2×.
But beyond the headline numbers, the internal transformation was just as significant. The team had gone from spending 20+ hours per week on manual creator vetting to running their entire discovery and vetting process through Dreabee in under an hour. Campaign reporting, which previously took a full day of spreadsheet work, was now generated automatically.
How it works today: Dreabee as infrastructure
Luxé Skin now runs every element of their influencer marketing through Dreabee. The platform has become infrastructure rather than a tool — baked into how they brief, hire, track, and report on campaigns.
Discovery
New creator candidates are surfaced weekly using Dreabee's saved search filters. The team runs 50–100 new profiles through the authenticity checker every week, automatically flagging any below their 80% threshold before they ever enter the briefing pipeline.
Campaign reporting
Monthly campaign reports are generated directly from Dreabee and shared with the CEO and CFO. For the first time, the marketing team can show exactly which creators drove which revenue — with full attribution transparency.
Ongoing monitoring
Brand Monitoring alerts the team any time Luxé Skin is mentioned by a creator they haven't briefed — surfacing organic advocacy they can build on, and flagging potential brand safety issues before they escalate.