Step 1
The Problem
Sovereign Labs lacked a cohesive full-funnel Meta strategy. Upper-funnel efforts were disconnected from conversion campaigns, creative was stale, and there was no system for testing and scaling new concepts. ROAS was underperforming relative to the brand's strong repeat purchase rate and customer LTV.
Step 2
Our Approach
We built a comprehensive full-funnel Meta strategy with compelling vertical video. Wayfinder AI modeled the LTV of customers acquired through different creative angles, revealing that educational content about colostrum benefits drove 2.3x higher LTV than discount-led creative. This insight reshaped the entire creative brief.
Wayfinder AI in Action
LTV-Informed Creative Strategy
Wayfinder AI modeled customer LTV by acquisition creative type, revealing educational content drove 2.3x higher LTV than promotional angles.
Step 3
The Impact
ROAS increased 94% year-over-year. The LTV-informed creative strategy attracted higher-value customers, making the improvement durable rather than a one-time optimization bump.
+94% YoY
ROAS
Return on Ad Spend
Performance Timeline
How We Tracked It
Meta Conversions API with server-side event matching. LTV tracked over 90-day cohorts with Shopify order data integration.
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