Monthly subscription numbers increased by 42% for premium British haircare brand
Windle LAB, a premium British haircare brand, came to us following a disappointing experience with a previous agency. They’d faced numerous challenges that were holding them back from achieving sustainable growth:
- A lack of transparency into campaign performance.
- No strategic input or approval process for creative direction.
- Overreliance on aggressive discounting, leading to substantial losses.
- No clear performance benchmarks (KPIs) to measure success.
- No retention or repeat-purchase strategy to build long-term customer loyalty.
They needed a partner who could restore profitability and elevate their brand while ensuring a premium customer experience.
Highlights
- Windle LAB became profitable for the first time in over 12 months
- Cost per Acquisition (CPA) reduced by 50%
- Refunds decreased by 25%
- Monthly subscription numbers increased by 42%
- Repeat purchase rate increased 20%
When We Took Over
Our approach was comprehensive and carefully tailored:
- Ad Account Restructure: We reorganised the account to prioritise optimal sales and efficiency.
- Collaborative Creative Testing: Working hand-in-hand with their in-house team, we developed and tested fresh creative assets.
- Premium Brand Positioning: We moved away from aggressive discounting and introduced refined messaging to re-establish the brand’s premium status.
- Sustainability Metrics: We calculated profitability targets and customer lifetime value (LTV) to ensure a sustainable growth trajectory.
The result
Within a short period, Windle LAB saw significant improvements:
- Windle LAB became profitable for the first time in over 12 months
- Cost per Acquisition (CPA) reduced by 50%
- Refunds decreased by 25%
- Monthly subscription numbers increased by 42%
- Repeat purchase rate increased 20%
Other Wins
Additional milestones:
- Record-Breaking Black Friday: Delivered the most profitable Black Friday since the brand’s launch in 2020.
- Revenue from New Bundles: Re-merchandising existing products into new bundles created valuable additional revenue streams.
- First Lead Generation Campaign: A free sample campaign for their bestselling hair cream generated overwhelming demand—samples ran out in less than 24 hours, and the campaign paid for itself within a month as new customers purchased full-sized products.
- Streamlined Product Focus: Concentrating on bestselling items and higher AOV bundles increased overall efficiency and profitability.
