Selected outcomes · The Coven

What was happening

A premium label with strong recognition and steady traffic. Revenue had plateaued while media spend kept rising.

What we found

Acquisition and creative were being briefed in isolation. The offer was doing far less work than it could have.

What changed

One campaign strategy replaced the separate briefs. Paid was rebuilt with the offer inside every piece of creative.

ROAS improved from 2.1× to 4.6× within 90 days.

What was happening

Acquisition was efficient and top of funnel volume was healthy. Repeat purchase and order value lagged the category.

What we found

Retention was running as a broadcast channel. First-time buyers were quietly waiting for the next discount.

What changed

Segmentation and lifecycle journeys were rebuilt from scratch. The offer architecture was reset around full price.

Email revenue up 62%. Repeat purchase rate up 19%.

What was happening

A strong press and social presence with expensive paid support. Launches landed inconsistently against forecast.

What we found

Every channel was doing sensible work on its own terms. No single commercial idea was holding the launch together.

What changed

One idea carried across paid, press and email. Creative direction was owned end to end, from brief through to launch.

€215,000 incremental revenue over six weeks.

The commercial question beneath the campaign.