B2C
Breaking the Launch Cycle – Scaling GoNanas via Evergreen Systems and AOV Optimization
The Challenge: Linear Growth and "Drop" Dependency
GoNanas was trapped in a common D2C pitfall: a Meta strategy built exclusively around product launches. While this generated short-term ROI, it failed to build a sustainable foundation for customer retention or lifetime value (LTV). The brand lacked a "middle-of-the-funnel" strategy to convert casual browsers into high-value subscribers, and their Average Order Value (AOV) was suppressed by a lack of strategic bundling.
The Strategy: From Event-Based to Evergreen
First Spark Digital implemented a multi-channel shift focused on "Data-Backed Decisioning" and "Scalable Infrastructure." We moved beyond the "Next Big Flavor" hype and focused on the following pillars:
Evergreen Acquisition (The 6-Reasons Framework): We deployed a "6 Reasons" listicle advertorial. By bridging the gap between social discovery and the product page with high-intent educational content, we reduced friction in the buyer’s journey.
AOV Maximization: We engineered "Build Your Own Bundle" (BYOB) campaigns. In D2C food and beverage, shipping costs are a margin killer; increasing the units-per-transaction is the most direct lever for profitability.
Subscription & LTV Focus: We transitioned the remarketing spend from "Buy Again" to "Subscribe & Save," focusing on the predictability of recurring revenue.
The Results:
+60% Conversion Rate: The "6 Reasons" listicle outperformed standard product-focused creative by 60%, proving that educational "Top-of-Funnel" content is superior for cold acquisition in the CPG space.
20% D2C Revenue Growth: Achieved YoY through consistent evergreen spend rather than relying on promotional spikes.
MER (Marketing Efficiency Ratio) Expansion: By optimizing the creative mix, we improved total blended ROAS, seeing significant spill-over into Amazon and retail velocity—a hallmark of a true "Omnichannel" lift.
First Spark Digital Critique:
The success here wasn't just "better ads." It was unit economic engineering. In the CPG sector, Meta CPMs have seen a 15-20% YoY increase depending on the quarter. If you aren't increasing your AOV through bundles or your LTV through subscriptions, your margins will eventually be swallowed by rising acquisition costs. GoNanas’ 60% CVR increase via the listicle is a prime example of "Information-First" marketing—modern consumers, especially in the 25-45 female demographic (GoNanas' core), require more "Why" before they "Buy."
We didn't just give them more sales; we gave them a more predictable business.