The brand’s Meta account leaned heavily on price-driven offers, with campaigns blending all objectives into a single bucket. There was no clear TOF, MOF, BOF, or EXS strategy. Without structure or education in the funnel, scale was capped and CPAs climbed.
We built a dedicated presell page that brought the founder’s mission and product benefits to life—sharing her story of creating natural deodorants for her daughter after discovering toxic ingredients in everyday products. That personal story became the emotional anchor, with the founder and her daughter featured in ads that sparked a spike in weekly sales. We launched a full-funnel strategy: TOF education ads shared the brand’s zero-waste ethos and deodorant demo reels. MOF retargeting used reviews, founder clips, and press credibility to build trust. BOF campaigns focused on bundle offers and timely conversion drivers. EXS campaigns re-engaged existing customers with scent-based segmentation and seasonal promotions. As we rolled out these campaigns, we gradually expanded targeting from Hong Kong to nearby countries, then into Australia, New Zealand, and eventually the U.S. Structured creative testing and story-first sequencing shifted the brand from discount dependency to value-led scaling.
The new system broke Coconut Matter’s sales record and slashed CPAs while unlocking new market reach. Creative structure, geographic expansion, and customer segmentation gave the brand new levers to scale with integrity.
With a story-led presell page, a structured TOF–MOF–BOF–EXS funnel, and clean campaign hygiene, Coconut Matter grew without racing to the bottom on price. The system continues to guide launches and retargeting today—rooted in founder values and powered by performance marketing.
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(2015-2025)
