Elemind Tech
DTC / Consumer Tech Membership Brand
This direct-to-consumer sleep technology brand needed to scale paid acquisition profitably while introducing both a new category (wearable neurotechnology) and a new brand.
Despite strong product-market fit and meaningful press coverage, several structural growth challenges were limiting performance:
Cold traffic was being sent directly to the PDP, resulting in low add-to-cart rates and weak conversion.
Campaign fragmentation across multiple ad sets diluted audience signals and created learning instability.
Platform-reported attribution was driving overly narrow optimization decisions.
Creative fatigued quickly, with no structured framework for refreshing or sequencing messaging.
The brand lacked a scalable trust-building strategy for skeptical new audiences before asking for the sale.
The Challenge
We redesigned the acquisition strategy around three core principles: credibility-first creative, signal density over fragmentation, and tighter alignment between audience temperature, creative, and landing pages.
Full-Funnel Strategy
Rather than sending cold traffic directly to the PDP, top-of-funnel campaigns drove users to editorial-style landing pages designed to build trust first. The PDP became the destination for warmer, higher-intent audiences already sold on the concept.
Creative Framework
We developed six core creative pillars: press credibility, founder authority, education and differentiation, skeptic transformation, value framing, and sleep-problem hooks.
Promotional Strategy
We aligned campaigns around key seasonal moments including Mother’s Day, BFCM, New Year/habit formation, and Spring promotional testing.
Attribution Evolution
We shifted away from platform-reported ROAS as the primary success metric, instead using blended conversion data and incrementality insights to guide optimization decisions.
What I Did
The Results
The strategy exceeded both target and stretch goals. Orders increased 36%, revenue grew 37%, and ROAS improved 41% to 4.8x — all while improving blended CAC efficiency by 28% versus the prior quarter.
+37%
Revenue vs. baseline
+36%
Orders vs. baseline
+41%
ROAS vs. baseline
-28%
CAC vs. baseline