Introduction

We are excited to present this case study of a client we partnered with in 2020. When they pitched their product to us, we were impressed with its unique health benefits and strong emotional appeal, particularly around health and safety. Our goal was to exponentially grow their revenue while improving profit margins.

Goals & Approach

With a $15k budget, we aimed to achieve proof of concept and start scaling. We typically validate a product and its market fit within 14 days. The brand focused on a single product priced at $39.99, targeting parents with children aged 3 to 14. Our fulfillment cost was around $5.2, leaving us $34.79 for marketing to acquire a new customer. We aimed for a minimum 20% profit margin to ensure liquidity for aggressive scaling.

Roles

1. Marketing Strategy

2. Social Media Advertising

3. Facebook + Instagram and Google Ads

4. Content Strategy Development

5. Crafting Converting Offer Messages for Cold Traffic

6. Community & List Building (SMS + Email)

Challenges

• Finding the right creatives: testing different angles and video shots to understand what sells.

• Identifying large, profitable target audiences and effective scaling strategies.

• Adapting to Facebook's algorithm changes during April and June 2020.

• Managing ad fatigue and maintaining a stable feedback score.

• Improving average order value and customer lifetime value to stay competitive.

The Process

The product's health benefits allowed us to use multiple effective marketing angles. Benefit-driven angles worked well, but fear-based angles performed 248% better on average. We started with user-generated content (UGC) videos to build trust and capture attention, driving traffic to the site.

We created a lot of engaging content, partnering with a creative agency to shoot the necessary angles. After analyzing the data, we developed a strong middle and bottom funnel strategy, focusing on trust and post-purchase experience. Discounts incentivized frequent visitors who hadn't yet purchased.

Our performance campaigns began with smaller audiences (up to 5M), providing stable ROAS. Initial scaling moved to middle-sized audiences (up to 30M), mixing Single Interest Targeting and Look-Alike Audiences. Aggressive scaling used very large audiences, broad targeting, and no targeting at all.

From June, we expanded to other channels like Google and Pinterest, and used SMS and email marketing to convert indecisive buyers. More details on these channels will be covered in an upcoming extended case study.

Results

After an initial testing phase in March, we found two selling angles with an average ROAS of 12.5 and a profit margin close to 45%. We scaled these campaigns at the end of March.

With Facebook and Instagram advertising alone, we achieved over $1.5M in sales with an overall ROAS of 6.79 in the first month and a profit margin of 41.2%.

First Month Results

• April 2020 Revenue: $1,525,837.57

• Ad Spend in April: $224,718.35

• ROAS: 6.79

Yearly Results

• Total Ad Spend 2020: $1,542,674

• Total Revenue 2020: $6,252,346

• Total ROAS 2020: 4.05

Conclusion

Our goal was to achieve outstanding growth and ROI for our client while making the process smooth and streamlined. We are proud of the impact we made on this young brand and its founders. Their team grew from 2 to 12 members, significantly improving their operations and customer experience. This success wouldn't have been possible without our amazing partners.

FAQ

Q1: Why was there a drop-off in sales in Q4?

A1: We encountered logistical issues with our manufacturer, which affected customer experience. Rising CPMs also increased risks. The client decided to halt and invest in a new supply chain and product version.

Q2: What happened after April?

A2: After the initial peak, we faced larger, less engaged audiences and ad fatigue on Facebook. While we still achieved multiple six-figure sales at a 5x ROAS, other traffic sources underperformed.

Q3: What about other traffic channels for this brand?

A3: We will discuss results from other paid advertising channels, including influencers and PR articles, in an additional case study.

Q4: Why is the brand's name not disclosed?

A4: Due to the detailed and financial nature of this case study, we cannot disclose the client's name as they are in the process of being acquired by a third party.