This simple shift unlocked $2M+ in monthly recurring revenue.

Summary

FEED Projects is a lifestyle brand known for its simple, functional, purposeful bags that help fight hunger with every purchase.

For years, their signature “work” category was a key driver of growth —among new and existing customers—but after COVID, routines, search terms and shopping behavior had changed.

Fewer people were commuting, and searches for work bags dropped.

If the brand didn’t adapt, they risked losing momentum on one of its most iconic products—and the steady donations to support their mission that came with each sale.

Analysis

Using an integrated lens—heat maps, organic search trends, and creative performance—we found that what looked like a paid media issue was actually a market alignment problem. The culprit wasn’t Meta (for once); it was a subtle but steady decline in organic search.

Over time, the brand’s category structure, product naming, and messaging had grown too narrow for a post‑COVID audience. Once‑loved products were being overlooked simply because the language no longer matched how customers thought, searched, and shopped.

Solution

We made a targeted shift in positioning and validated our theories early through rapid A/B testing and real‑time iteration on what customers actually responded to.

By running broad, low‑budget campaigns to test messaging across wider audiences, the team quickly identified winning language and implemented those changes site‑wide—raising visibility, improving alignment, and strengthening customer connection.