Soil of Beauty
Soil of Beauty was born in a cozy house nestled along the beautiful southern coast of Finland, surrounded by the sea and lush green forests. They craft beauty products with a special purpose to bring joy to your skin, your mind, and your emotions, using only natural ingredients and fragrances.
Building a Sustainable Acquisition Machine for Profitable Growth
The Challenge: Scaling Ad Spend Profitably
Soil of Beauty came to us with a clear challenge: scaling their Ad Spend profitably while ensuring their Meta ad account stayed within key performance targets, particularly maintaining their target New Customer Customer Acquisition Cost (NC-CAC).
By optimizing around one key metric - first-order profitability - we ensured every new customer acquisition effort contributed to the bottom line.
Implement a Creative Testing Framework
Creative diversification and variety were major issues in improving first-time customer acquisition.
Identifying their hero SKU was critical for building effective creative strategies and unlocking profitable growth.
Data-Driven Decisions for Rapid Growth
From January to October, Soil of Beauty saw remarkable revenue growth.
All the decisions we took with the brand focused on building a solid foundation for their ad account, leading to a 162% increase in Sitewide Revenue.
152% Increase in New Customer Revenue in Under 7 Months
30% Increase in Ad Spend MoM
Creative Diversification & Hero SKU Focus
Identifying and optimizing their hero SKU for creative production was one of our top priorities.
By centering all creative efforts around this product, Soil of Beauty was able to scale and convert first-time customers profitably.
We also emphasized the importance of creative diversification, which enabled the brand to test a variety of creative styles, messages, formats, and angles to target new audiences effectively.
Leveraging Unit Economics to Scale
Over the past 11 months, the brand was able to triple its Ad Spend volume while averaging a Blended Customer Acquisition Cost of €9.4 and an AOV of €42.
Obsessing Over First-Time Customer Revenue
We optimized everything around New Customer Revenue while implementing strict existing customer exclusions across all campaigns.
Filing up their funnel with as many new customers as possible allowed Soil of Beauty to build a solid foundation around their email marketing strategy that lead to a strong retention rate over time.
This full funnel strategy lead to a 5.9x average MER and a 3.4x New Customer MER.
Outstanding Results Through Proactive Execution
The success story of Soil of Beauty showcases the importance of actionable consulting and a proactive mindset. By focusing on first-order profitability, creative diversification, and a hero SKU strategy, the brand unlocked sustainable growth. The 162% increase in Sitewide Revenue and 152% boost in New Customer Revenue reflect what’s possible when strategic guidance meets effective execution.
152%
Increase in NC-Revenue
5.9X
Average MER
6.5%
All Time CVR
30%
Increase in Ad Spend MoM
Soil of Beauty
The success story of Soil of Beauty showcases the importance of actionable consulting and a proactive mindset. By focusing on first-order profitability, creative diversification, and a hero SKU strategy, the brand unlocked sustainable growth. The 162% increase in Sitewide Revenue and 152% boost in New Customer Revenue reflect what’s possible when strategic guidance meets effective execution.
"The mere effectiveness and drive of the onboarding alone got me convinced to at least give it a shot. Half a year later, here are the results: our revenue has almost tripled from last year during the 6-month time frame. And we are only getting started. Our confidence to make our business profitable and thriving is on another level."
Kalle Rosenberg
Founder
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