Building Brand Beyond Amazon
Soul Cap
SOUL CAP is a sportswear brand dedicated to making swimming inclusive by providing swim caps designed for people of all hair types.
They approached us with a goal to build on their existing success on Amazon and drive growth for their direct-to-consumer (DTC) store. A key challenge was the lack of profitability in their Meta ads, and it was crucial to acquire new customers in a cost-effective manner.
Meta Ads Audience Testing
To tackle the challenge, we began by focusing on audience testing. We trained the algorithm with SOUL CAP’s existing content to help it quickly identify their niche audience. With Meta removing a lot of interest targeting options, it was essential that the platform rapidly learned who their ideal customers were before we expanded the targeting more broadly.
Creative Testing and Iteration
After two months of refining the algorithm, we brought the creative process in-house. We applied insights from our other clients, using static "before and after" ads, which resonated strongly with SOUL CAP’s audience. These ads were a success, and we continued to iterate with different variations, incorporating customer feedback and data to further improve performance.
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Results:
Through ongoing testing and creative optimisation, we were able to lower the cost per acquisition (CPA) by £20, making their first-time purchases profitable. This shift helped SOUL CAP achieve sustainable growth for their DTC store while maintaining profitability on Meta ads.
Scaling Profitably To 7 Figures
Myla's Moss
Mylas Moss is a leading seller of fresh, organic seamoss and herbs offering natural health solutions to wellness-conscious consumers. We partnered with Mylas Moss to develop a profitable growth strategy through paid marketing, utilising Google Ads and Meta (Facebook and Instagram) to target their core audience and expand their reach.
Authentic Storytelling & Partnership
PLANTMADE
A partnership was formed between our company and Plantmade, a natural wellness brand, to help them expand their presence. The hair growth market is tough due to customer skepticism about regrowing hair after hair loss. Recognizing the need for a holistic approach beyond paid ads, Plantmade and our team collaborated. We used data and cultural insights to create a real-time communication strategy that built trust and boosted revenue. This strategy centered around authentic storytelling and involved various teams within Plantmade, including founder, partnership, retention, social, and creative teams.
Growth strategy
Oja
Oja is an e-grocer for African & Caribbean communities. We partnered with Oja to develop a growth strategy powered by direct marketing and authentic partnerships with hard to reach communities. We improved marketing efficiency by 400%, meaning we are getting four times more for every pound spent on paid marketing.
Performance marketing
AVA ESTELL
Ava Estell came to us in July 2021 after delivering £1.2m in 9 month through social media and ads. Following the release of iOS 14 update they started to face some challenges around scaling. Using our in-house “Measure - Learn - Scale” approach, we were able to deliver a further £7 million in revenue in 9 months. 8 figures in 24 months, puts Ava Estell up there with some of the fastest growing DTC brands in the UK.
Business transformation
TRIM-IT
In 2021 mobile barbershop start-up TRIM-IT faced two challenges, re-introducing the brand after 8 months lockdown and having switched a B2B model, they needed to re-educate the barber community into becoming partners. We leveraged Digital PR campaign via popular cultural news pages, Brand partnership with Harry’s and celebrity barber Slider Cuts alongside a well refined paid and organic social campaign. We helped get 30 barbers on the road nationwide, 6 months ahead of schedule - taking TRIM-IT to 7 fig+ revenue.
