Health & wellness
Fifth Ray is a rapidly scaling wellness and lifestyle brand known for its thoughtfully formulated products, elevated branding, and community-driven approach to daily self-care. With a strong focus on quality, function and modern aesthetics, the brand has gained a loyal subscriber base and positioned itself as a premium choice within the wellness category.
Fifth Ray partnered with us in March 2025 after working with several different agencies and struggling to find a consistent, scalable strategy. Creative output was limited, acquisition costs were inconsistent, and the brand lacked a cohesive structure to support both rapid subscriber growth and profitable new customer acquisition. Our mission from day one was clear: strengthen the foundations, diversify creative at scale, tighten efficiency around true margin data, and build a performance engine capable of supporting aggressive growth across all key channels.
When we took over the account, one of the first steps was to change the way performance was measured. With Amazon added to the channel mix, Meta’s CPA naturally increased - so we transitioned away from platform-level metrics and instead focused on a blended New Customer CPA across both Shopify and Amazon. This allowed us to optimise based on true business outcomes rather than misleading platform signals.
We then rebuilt Fifth Ray’s creative framework, introducing far greater creative diversity across placements, formats, hooks, and messaging. This shift dramatically improved spend distribution across the account, reducing over-reliance on any single creative style and enabling Meta’s algorithm to find incremental volume more efficiently.
A major unlock came from tightening CPA targets based on actual margin data, not arbitrary efficiency goals. This ensured every scaling decision was commercially grounded and aligned with profitability. Alongside this, we ran extensive CRO and landing page testing, optimising AOV, improving conversion rates, and designing pages that aligned with customer intent - particularly important during peak periods like Black Friday, where we also ran an AOV experiment that meaningfully improved contribution margin.
To drive consistent, scalable results, we created a continuous testing ecosystem across creative, landing pages, and offer structure. Our creative strategy expanded to include education-led content, lifestyle visuals, UGC variations, premium brand storytelling, and subscription-focused messaging - ensuring we reached multiple customer personas simultaneously. By constantly reviewing hook rates, hold rates, CTA performance, and placement-level spend distribution, we built a feedback loop that informed every new asset round.
Operationally, we aligned tightly with Fifth Ray’s team to understand margin structure, product availability, supply chain limitations, and subscription economics. This enabled us to push more aggressively when contribution margin allowed - and pull back or protect efficiency when needed.
Our CRO efforts were equally important. Through iterative landing page testing - from layout changes to offer presentation to bundle optimisation - we consistently drove higher AOVs and improved conversion rates, compounding the performance gains from paid media.
Implemented Black Friday AOV experiments, increasing profitability during peak demand.
