Success Story
This simple shift unlocked $2M+ in monthly recurring revenue.
The Brand
FEED Projects is a sustainable women's lifestyle brand known for its simple, functional, purposeful bags that give back back: Helping to end childhood hunger by donating a portion of every purchase to Feeding America.
Challenge
Pre-Black Friday (Nov 2023), we were seeing diminishing ad returns, despite seasoned ad creative with a historically positive ROAS.
Given the seasonality, we couldn’t risk losing momentum on their key drivers of growth—along with the steady donations to support their mission.
Key Insights
Product naming and messaging had become too narrow for the broader needs of their audience.
For years, the brand's signature “work” category was a key driver of growth. Post-COVID, consumer sentiment had shifted. Fewer people were shopping for "work" bags, which meant the brand’s category structure, product naming, and messaging had grown too narrow for their audience.
Our Success Framework
Integrated analysis
Through an integrated lens of heat map analysis, organic search trends, and creative performance analytics, we quickly determined that this was a market alignment problem, not a Meta problem.
Category re-positioning
Once‑loved products were being overlooked simply because the language no longer matched how customers thought, searched, and shopped, so we made a targeted shift in category- and product-level positioning.
Iterative creative testing
We used low-budget Meta and Instagram campaigns to test messaging tweaks across broad audiences.
Iterative A/B analysis
Creators developed their own authentic messaging, and invited their audience to "Pop it Forward" by commenting: For every comment, popchips matched the original charitable donation.
Omni-channel roll-out
As a result, we were able to quickly identify the winning language, implementing these tweaks on an omni-channel level; raising visibility, improving alignment, and strengthening customer connection.
Our Campaign Results
$2M+
Monthly Recurring Revenue added
+250%
Incremental bottom-line ROI
+70%
Conversion Rate Optimization
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Too often, brands treat the symptoms—swapping ads or tweaking creative—without addressing the real issue: messaging-market misalignment.
Let’s talk about what’s blocking your growth.