A 93% Revenue Increase in 90 Days — Powered by Strategy, Not Just Seasonality

See how a strategic approach to creative testing, offer development, and spend efficiency led to a 93% revenue lift in just 90 days — including a $100K BFCM weekend and $160K December performance.

See how a strategic approach to creative testing, offer development, and spend efficiency led to a 93% revenue lift in just 90 days — including a $100K BFCM weekend and $160K December performance.

See how a strategic approach to creative testing, offer development, and spend efficiency led to a 93% revenue lift in just 90 days — including a $100K BFCM weekend and $160K December performance.

year

2023

Client

*New Zealand Candle Brand

timeline

3 months

year

2023

Client

*New Zealand Candle Brand

timeline

3 months

year

2023

Client

*New Zealand Candle Brand

timeline

3 months

The Challenges

Untapped Potential and a Hesitancy to Promote

The product was premium, the brand was strong, and the customer base was loyal—but their paid acquisition efforts had yet to take off.

Although they’d tested Meta ads in the past, campaign structure was minimal, creative testing was sparse, and results were difficult to scale with confidence.

The brand had never run a Black Friday/Cyber Monday promotion and was hesitant to offer discounts, concerned about the impact on brand perception.

At the same time, they knew growth required new customer acquisition—and that paid social would be a key channel in making it happen.

The Challenges

Untapped Potential and a Hesitancy to Promote

The product was premium, the brand was strong, and the customer base was loyal—but their paid acquisition efforts had yet to take off.

Although they’d tested Meta ads in the past, campaign structure was minimal, creative testing was sparse, and results were difficult to scale with confidence.

The brand had never run a Black Friday/Cyber Monday promotion and was hesitant to offer discounts, concerned about the impact on brand perception.

At the same time, they knew growth required new customer acquisition—and that paid social would be a key channel in making it happen.

The Challenges

Untapped Potential and a Hesitancy to Promote

The product was premium, the brand was strong, and the customer base was loyal—but their paid acquisition efforts had yet to take off.

Although they’d tested Meta ads in the past, campaign structure was minimal, creative testing was sparse, and results were difficult to scale with confidence.

The brand had never run a Black Friday/Cyber Monday promotion and was hesitant to offer discounts, concerned about the impact on brand perception.

At the same time, they knew growth required new customer acquisition—and that paid social would be a key channel in making it happen.

The Solutions

A Creative-Led, Margin-Conscious Growth Plan

From day one, the focus was on stabilizing performance, guiding creative development, and preparing for the brand’s first-ever BFCM campaign.

Ad Account Restructure:

  • We created a Testing campaign to explore new creative and ad set combinations, while maintaining two campaigns built around previously successful ad sets. This structure allowed for a balance between exploration and performance continuity.

Creative Development:

  • The brand’s creative strategy was expanded beyond static images and carousels — introducing UGC, behind-the-scenes content, reviews, and DPA ads. The goal was to find high-performing combinations through consistent variation and testing.

BFCM Strategy:

  • Concerned that a site-wide discount might tarnish the brand’s premium perception, we developed a value-plus offer that encouraged higher AOV purchases — adding perceived value without devaluing the product. The full campaign was supported by paid ads, organic content, and email strategy.

Giveaway Campaign:

  • Prior to the sale, we launched a list-building giveaway campaign to grow the email audience and generate hype for the promotion.

Performance Benchmarks:

  • Clear MER, CPA, and nCPA targets were set based on historical performance and goals — guiding daily optimizations and budget decisions.

The Result

Q4 2022

The brand didn't just scale ad spend — it scaled performance. With disciplined growth and offer sequencing, Q4 marked a turning point in both customer acquisition and revenue quality.


  • Revenue: $421,574.52 (↑ 93% from Q3)

  • Meta Ad Spend: $30,167.21 (↑ 6.5x from Q3)

  • MER: 13.97x (purposefully tapered from 47.43x to support scale)

  • New Customers: 1,546 (↑ 62%)

  • nCPA (New Customers): $19.51 (remained within the sub-$20 target)

  • New Customer Revenue: $167,205.42 (↑ 96% from Q3)

  • nAOV (New Buyers): $108.15 (↑ 21% from Q3’s $89.41)


Performance was strong throughout the quarter:

October

Laid the foundation with account restructure, early offer testing, and $94K in revenue on $4.8K ad spend.

November

Featured the BFCM sale, generating $160.8K in revenue from $15.3K in spend.

December

Drove $166.7K — despite halting ads and closing production from Dec 17 to Jan 9 for the holiday break season.


This wasn’t just a seasonal spike — it was an intentional shift toward scalable, sustainable growth. The brand had a healthy repeat purchase rate, which gave us the confidence to reduce our MER target and increase allowable CAC.

The higher nCPA wasn’t arbitrary — it was carefully modeled against the brand’s gross margins, operating expenses, and net profit goals.

With a six-month LTV payback window, we were able to ramp up acquisition and unlock exponential revenue lift without compromising financial stability.


*Client identity protected under NDA.

⬆️ 93%

Gross Revenue

⬆️ 62%

nCustomers Acquired

⬆️ 21%

nCustomer AOV

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