Navigating sudden performance declines ahead of a critical sales moment, FEED Projects partnered with Hallie to uncover the root issue—and turn things around fast.
The $2M Turnaround
Client overview
FEED Projects is a mission-driven women’s lifestyle brand known for combining product and purpose. As they entered Black Friday season, unexpected drops in performance signaled something deeper was off.
Core challenge
Despite a loyal audience and strong product-market fit, conversion rates were falling. The team needed to find and fix the root issue—fast.
Data-driven diagnosis
Hallie led a data-driven diagnosis that uncovered a subtle—but critical—shift in post-COVID consumer sentiment: Customers were now confused by product categorization and value positioning.
Agile implementation
Rather than overhauling the campaign, we designed small, targeted adjustments to product positioning and copy based on real-time insights.We pivoted messaging, launched rapid-fire A/B tests, and rebuilt resonance in real time, making agile adjustments to maximize ROI.
Results
Strategic thinking helped FEED meet the moment with clarity and precision. Diagnosing the real issue is what creates meaningful growth.
+250% incremental ROAS
$2M+ added monthly revenue
+70% site-wide CVR lift within 7 days