Average monthly incremental reach
Sister brands run as one programme
Acquisition channel activated
Channel performance
Where the spend actually moved.
Overview
THE CHALLENGE
Macros and Soulara are subscription-only meal delivery brands, which meant neither could be advertised directly through Google Shopping or Performance Max: those surfaces are built for one-time purchases, not recurring subscriptions. Macros in particular was running limited, brand-only search campaigns with no shopping feed and no path to scale beyond its existing audience.
THE APPROACH
How the engagement was structured.
We built a one-time-purchase gateway product for Macros so the brand could enter Shopping and Performance Max without advertising the subscription directly, turning a structural limitation into a new acquisition channel. The same team ran a combined Meta, Google and CRM programme across both Macros and Soulara, sharing measurement infrastructure and reporting since both brands sit under the same v2food marketing team. Retargeting through Criteo was tested and then paused when returns did not hold up, keeping spend concentrated on the channels that were working.
THE OUTCOME
Both brands sustained strong upper-funnel performance, with monthly incremental reach averaging over 30% from December 2024 to February 2025, above the 25-30% range typically taken as a healthy benchmark for that stage of the funnel. The gateway product strategy gave Macros a functioning Shopping and Performance Max presence where none had existed before, opening a growth channel the subscription model had otherwise locked out.
MORE CLIENT STORIES
Keep reading the work.
Four Pillars
Rebuilding the ecommerce foundation for one of Australia's most awarded gin distilleries
Four Pillars brought Elephant Room in to modernise its ecommerce platform and explore a retention strategy that could match its category-leading brand. The engagement covered a Shopify Plus migration scoping process, ongoing site content work, and a proposed lifecycle programme.
View case study
Arc'teryx
fashion
A pitch-won takeover, trading ahead of target inside a quarter
We won Arc'teryx AU and NZ in a competitive pitch, took over the accounts mid-season, and had the programme trading ahead of revenue target inside the first quarter.
View case study
Khy
fashion
Building demand before every drop.
Khy runs on drops that sell through in hours and a founder with one of the largest audiences in the world. We run the paid social engine underneath it across the US.
View case study