Case study · DTC e-commerce, paid media
New customers up 77%, net sales up 85%
+85%
net sales, year over year
A growing DTC brand with a high ROAS that was hiding a problem. New-customer growth had stalled and too much spend was going to branded search.
Client
Anonymous, DTC e-commerce
Industry
Consumer goods
Channels
Google Ads, Meta, TikTok
Timeline
Year over year
Starting point
High ROAS, stalled new-customer growth
+85%
net sales, year over year
Waypoint one
The pain point
On the surface the account looked healthy, a strong blended ROAS. Underneath, growth had flattened. Too much budget was going to branded search that would have converted anyway, and new-customer acquisition had stalled.
High
blended ROAS
Flat
new-customer growth
Heavy
branded spend
Waypoint two
The work
Four moves, in order. This is the part most agencies keep vague. We don’t.
Split branded from non-branded
Separated the spend driving new demand from the spend just capturing existing intent.
Built new-customer campaigns
New goals and structure aimed only at acquiring first-time buyers.
Reworked feed, launched Demand Gen
Improved product titles and descriptions and opened new audiences through Demand Gen.
Scaled new Meta and TikTok audiences
Introduced and scaled new Meta and TikTok audiences, with incrementality testing to prove they drove net-new customers.
Waypoint three
The outcome
+85%
in net sales, year over year. New customers up 77%, AOV up 17%, and channel revenue up 221%.
+85%
net sales, YoY
+77%
new customers
+221%
channel revenue
“These are amazing results and I know that your team has played a huge role in this growth! Thanks so much for being so easy to work with and being one of our biggest advocates!”
What the client said
“These are amazing results and I know that your team has played a huge role in this growth! Thanks so much for being so easy to work with and being one of our biggest advocates!”