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- Social Ads
- CRM & Email
- Creatives
- Tracking & Data
The starting point
Three things had to hold at once. Spend had to scale on Meta without creative fatigue capping performance, which means feeding the platform more distinct concepts than most brands can produce. The category is regulated, so ad policy had to be handled with care. And acquisition only pays if customers come back, because in supplements the first order rarely covers the cost of finding the customer.
The account was already profitable. The question was how to push it further while keeping full visibility on where the growth was coming from, and that is a question of systems more than of budget.
What we did
Four systems built to reinforce each other, so that scaling one did not quietly strain the other three.
- 01
Creative at scale
A continuous production and rotation loop feeding Meta fresh angles every week: new hooks, new formats, new proof, retired the moment the data said so. Budget could grow because the creative supply grew with it, and CPMs stayed where they were.
- 02
Compliance built in
Claims, landing pages and account structure reviewed against the platform’s policies before anything shipped, with the likely flags anticipated. In a regulated category a rejected ad is a cost and a paused account is an outage, so the second was the thing to design against.
- 03
Retention as a growth lever
Klaviyo email and SMS flows, segmented by cohort and by what people had actually bought, turning first orders into second ones and second ones into a habit. In supplements, the repeat customer is where the margin lives.
- 04
One reporting view
Spend tied to revenue and to how each cohort behaved afterwards, in a single view the team could read on a Monday morning. Every budget decision had evidence behind it, which shortens most discussions considerably.
The impact
Retention moved first: the customer retention rate rose 19%, the number that decides whether paid social compounds or leaks.
Then revenue followed, up 98% in the first half of the year against the same period a year earlier, on a system that held at the higher volume. The second half of the brief, growing without breaking anything on the way, turned out to be the part worth solving first.
