Health & Beauty · DTC
Nuda Canada
2.67× Meta ROAS (+17% Lift)
23%
Decrease in CPA
New segment
Unlocked male customer audience
The challenge
Nuda Canada had strong organic traction and a loyal female customer base. The problem was paid media efficiency: CPA was creeping up every quarter, creative fatigue was accelerating, and their male customer segment — a major untapped opportunity their team had identified internally — had never been properly addressed.
They needed two things simultaneously: stabilize and improve the core acquisition engine for their existing audience, and build an entirely new creative and landing page strategy to unlock male buyers. Both at the same time, without disrupting what was already working.
Creative
How we did it
We rebuilt the existing Meta campaign structure from scratch — consolidating campaigns, tightening audience signals, and replacing burned-out creatives with 14 new assets across 3 formats. Launched new Pinterest campaigns with product-focused pins targeting high-intent beauty searches.
From scratch: male-specific creative briefs, dedicated landing page, and a strategy using the "gift guide" and "discovery" angles. The landing page was built to speak to a buyer purchasing for a partner — different copy architecture, different visual hierarchy.
Google was added to capture brand search and competitor terms. We aligned Google's search copy with the same proof points being run on Meta — ensuring consistent messaging for any customer who touched multiple channels before converting.
Week-over-week creative testing: hook variants, thumbnail options, social proof vs. ingredient-forward copy. The winning creative — a UGC-style "results after 30 days" format — ran 6 consecutive weeks with minimal fatigue, anchoring CPA stability.
The results
2.67× Meta ROAS, up 17% from pre-engagement baseline
23% decrease in cost per acquisition across all paid channels
Male customer segment fully activated — new revenue stream from zero
Pinterest drove 14% of paid conversions within 60 days of launch
New landing page for male audience converted at 3.1% vs. 1.4% on main page
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