ECOMMERCE / WELLNESS SUBSCRIPTIONS
One hero product.
4.88× more new subscriptions.
Earth’s Secret had four supplement lines competing for budget. Product-level analysis showed where the strongest acquisition opportunity was hiding.
The growth constraint
Sleep, Calm, Thrive, and Ultimate were sharing budget across fragmented audience and creative tests. The account needed a clearer way to decide which product and message deserved more investment.
What I owned
I led media buying, campaign architecture, optimization, creative strategy, copywriting, performance reporting, and forecasting. I evaluated the UGC assets used in the account. Creator recruitment, contracting, and scheduling were outside my scope.
The strategic decisions
- Diagnose by product. Separate product demand from isolated creative and audience performance.
- Prioritize Sleep. Concentrate acquisition around the strongest product signals while keeping other products available for later opportunities.
- Build repeatable messages. Test outcomes, product proof, routines, reviews, and risk reversal across static and UGC assets.
- Consolidate learning. Move stronger signals into broader campaign structures and validate business outcomes against Shopify reporting.
THE DOCUMENTED SCALE-UP
More subscribers. Stronger front-end efficiency.
| Month | Ad spend | New subscriptions | Initial-order revenue | Front-end ROAS |
|---|---|---|---|---|
| April | £2,369 | 57 | £2,921 | 1.23× |
| May | £4,191 | 122 | £5,562 | 1.33× |
| June | £7,263 | 278 | £12,702 | 1.75× |
Sleep represented approximately 87% of attributed purchases in the recovered product report, at a reported £25.07 cost per purchase.
The product-level purchase report and the monthly Shopify summary have different reporting groupings. These figures are not blended. Renewal revenue and projected lifetime value are excluded.
The creative learning
One evergreen static concept and one UGC asset continued producing volume across multiple audiences and ad sets. The work was to extend a useful customer belief across formats and keep learning from purchase behavior.
LET’S WORK TOGETHER