A DTC brand over-reliant on Meta and one low-margin SKU needed a complete strategic reset. LuckyRev diversified their channel mix, shifted creative away from promotions, and drove budget toward their highest-margin product, all while maintaining revenue and improving acquisition efficiency by 85%.
Bobbie is one of the leading infant formula brands in the US, and the first mom-founded, mom-led formula company in the country. Built on a mission to close the gap between European organic standards and what American parents could actually access, Bobbie turned a category that had long been overlooked into a brand parents genuinely love.
With strong DTC momentum and growing retail ambitions, they came to LuckyRev ready to scale.
Bobbie's paid media strategy was heavily concentrated in Meta, with over 50% of the account running promotional creative, conditioning customers to wait for a deal. As spend scaled, CAC was trending in the wrong direction. More spend was not translating to proportional new customer revenue.
Their premium product line was being underinvested, and their retail ambitions (including winning the Costco.com account) needed a media strategy that could support both DTC and retail channels.
CAC was trending in the wrong direction as spend scaled. The brand was spending more to acquire each customer and promo-dependent creative was accelerating the problem.
Ads leaned heavily on discounts and promotions to drive conversion, creating a cycle that attracted deal-seekers and eroded margin.
The brand needed paid media to support both DTC and retail channels, including winning the Costco.com account, but the current strategy only served direct.
LuckyRev restructured Bobbie's entire paid strategy: diversifying the channel mix, replacing promo-heavy creative with education, emotion, and authority, overhauling Google with a PMax pause and bid strategy rebuild, and supporting both DTC and retail channels.
Reduced Meta's share of total spend from 65% to 49%, a 26-point shift, while expanding investment into TikTok, Pinterest, CTV, and other channels with strong CPA efficiency.
Channel StrategyReplaced a 50%+ promotional creative mix with education, emotion, and authority-led content. Promo dropped to under 10% of the account. On CTV, UGC, testimonials, and real customer stories outperformed everything else.
Creative StrategyIdentified overspend and re-budgeted based on expected volume. Tested into alternate bid strategies and shifted spend toward the strongest converting campaign types, including standard shopping. Paused PMax due to lack of incrementality.
Paid SearchExtended paid media strategy beyond direct-to-consumer to support retail distribution, including driving sales on Costco.com to help win and sustain the retail account.
Paid MediaLuckyRev led creative strategy end-to-end, concepting performance-first ad content across Meta, TikTok, and Pinterest to support full-funnel growth.
Revenue held flat while every efficiency metric improved. The brand is now positioned to scale from a healthier foundation, across more channels, with better margins.
I'll be honest, I'm typically cautious when it comes to agency partnerships. But the LuckyRev team exceeded expectations. They didn't just operate like a vendor; they showed up as a true partner in growth. Lea consistently leaned in with thoughtful guidance and clear recommendations, always focused on what would actually move the needle.
Combined performance creative with LuckyTools holistic tracking to unlock scalable new customer acquisition.
Rebuilt acquisition strategy with data-backed creative, UGC sourcing, and new customer nCPA focus.
In-platform ROAS was misleading. LuckyMMM isolated true incremental contribution and right-sized the budget.
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