NOOD
NOOD is a brand born with inclusivity, sustainability, and innovation at its heart. They create products that empower women through style and beauty while staying in Mother Nature's good books.
Driving Growth Across Paid Acquisition & Retention
The Challenge: Scaling Paid Customer Acquisition & Retention While Maintaining Profitability
With ambitious growth targets, NOOD faced the challenge of balancing aggressive scaling with efficient spending to maintain a profitable Customer Acquisition Cost (CAC).
They brought us on board in January 2024 because they needed to increase Revenue across paid acquisition channels and improve retention to build a sustainable, profitable growth path.
Data-Driven Decisions for Sustainable Growth
In Q1 2024, NOOD’s Revenue was closing on $600k for the quarter and we set an aggressive target to exceed this number by implementing a data-driven approach focused on Contribution Margin (CM) and Media Efficiency Ration (MER).
This approach allowed us to align every decision with profitability, ensuring Ad Spend across Meta and Google was not just scaling but also contributing to their bottom line.
Implementing a Full-Funnel Strategy & Creative Testing Framework
Creative variety and diversification played a key role in us being able to reach various audience segments based on the type of messaging/angle that resonated best with them.
We tested as many creative angles and concepts we could to drive performance forward (from Founder-story creatives to Podcast style ads and a high volume of UGC ads) while making sure that the experience of these ads creates continuity through the rest of the funnel (i.e. well-structured landing pages).
117% Increase in New Customer Revenue from Q1 to Q2
33% Increase in Blended Ad Spend MoM
Making Every Ad Dollar Count
We implemented the TSA creative testing methodology on Meta to identify high-performing ad angles and concepts, achieving an average CTR of 1.47%-2.62% across successful ads.
Then we put heavy focus on retargeting and conversion-driven campaigns on Google Ads, achieving an average CAC of $25 and a ROAS of 2.7x.
NOOD Achieved Significant Milestones
Since the beginning, our team focused on building a full-funnel approach that has constantly helped us drive new customer acquisition at scale while making sure that we retain all these new customers over time.
From May to August we achieved a 63% increase in Total Sitewide Revenue ($1.6M) and a 53% increase in New Customer Revenue ($1.2M) compared to the previous period and over $270,000 came directly from our email marketing efforts.
Obsessing Over First-Time Customer Revenue
We optimized everything around New Customer Revenue while implementing strict existing customer exclusions across all campaigns.
This allowed us to “force” the algorithms on Meta and Google to push ads to new audiences, maximizing exposure to potential first-time buyers.
This led to an average Blended ROAS of 2.48x and a New Customer ROAS (NC-ROAS) of 2.11x ($3.1M in Total Blended Revenue from January to October 2024).
A Full-Funnel Success Story
We obsessed over first-time customer growth whilst making sure our creatives had the right messaging and angles to reach different pockets of NOOD’s audience. This has lead to sustainable revenue growth and record-breaking quarters for NOOD.
117%
Increase in NC-Revenue from Q1 to Q2 2024
2.48x
All Time Average ROAS
245%
Increase in Ad Spend from Q1 to Q2 2024
122%
Increase in Orders
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