Scaling ecommerce with full-funnel media
A DTC apparel brand wanted efficient growth without sacrificing brand.
Rising acquisition costs and a plateau on a single ad platform.
A diversified full-funnel mix with CTV for reach and retargeting to close, measured on blended ROAS.
The work behind the number
Two quarters, scaled in three stages
Separated prospecting from retargeting so rising retargeting costs stopped masking weak top-of-funnel performance.
Moved brand storytelling to Connected TV and held display to lower-funnel work only.
Rebuilt audiences on first-party purchase data rather than the platform’s lookalikes.
Set a blended cost-per-acquisition ceiling across channels instead of per-channel targets that compete with each other.
Single-channel scale always ends the same way: the cheapest audience is exhausted, cost per acquisition climbs, and spend gets cut just as brand awareness starts working. Diversifying the mix let efficient channels absorb the volume that was making the expensive one look bad.
- Blended cost per acquisition
- New-customer share of revenue
- CTV completion rate
- Contribution margin after media
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