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60% more net profit, without buying growth at a discount
How a female-first supplement brand scaled new customer acquisition while protecting margin.
The Background
Who is this brand?
Will & Kylie had built FemFuelz in Limerick because the supplement aisle was not designed for the women buying from it. Female-first protein, hydration and daily wellness formulas, now trusted by more than 200,000 women and stocked in over 350 Irish retailers. The product had proven itself. The question was whether paid could scale it without eroding the margin that made it a business.
The Challenge
Growth that could not come at margin's expense
Retail expansion had proven demand, but new customer acquisition through paid carried a harder test: every incremental customer had to arrive inside a defined margin. Growth was the KPI. Buying it with discount was not an option
Our Approach
Widen the audience, hold the economics
One brand message was carrying several very different buyers. Averaged messaging is never wrong enough to fail cleanly, or right enough to scale.
- Personas and briefs: macro personas built on buying motivation, with every asset briefed to a named persona and funnel position.
- Economics set the limit: the unit economics map set what a customer could be worth, and paid social and paid search were planned as one system.
- Audience pockets opened: a partnership roadmap opened new audiences at a cost that did not rise as spend rose. Net profit rose 60%, with new customer revenue up 81%.
The Results
Revenue up 58%, and the profit line moved with it
Growth built on a system, not a single idea
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