Canopy – BFCM – 100%+ Growth YoY

Beauty & Skincare
Paid Media Paid Search Paid Social Ecommerce Ads

Founded in 2020, Canopy offers ‘the world’s cleanest and most convenient’ humidifiers and aroma diffusers. Recommended by dermatologists and pediatricians, its unique humidifier design filters dust and particles while utilizing evaporative technology to fill rooms with invisible moisture.

Canopy wanted to increase new customer acquisition, drive humidifier subscription orders, and boost its domain authority score.

96% Increase in conversions
101% Increase in revenue
57% Increase in ROAS

Challenges Identified

#1

Intense Competition and Rising Costs

Black Friday and Cyber Monday are the most competitive shopping days of the year. With countless brands vying for customer attention and rising CPMs across platforms, standing out required a strategy that could break through the noise while keeping ad costs under control.

#2

Scaling While Maintaining Profitability

Canopy aimed to take full advantage of the high-intent shopping season by significantly increasing revenue. However, achieving this goal meant balancing aggressive scaling with maintaining profitability—a critical challenge during the busiest time of year.

#3

Acquiring New Customers Efficiently

As a DTC lifestyle brand, Canopy’s long-term growth depended on reaching new audiences and turning them into first-time buyers. The challenge was to maximize first-time purchase conversions while controlling costs and ensuring high-quality acquisitions.

Our Strategic Approach

Implement a First-Time Purchase + Inflated Budget Strategy designed to scale efficiently and attract new customers.

By focusing on first-time purchase conversions, we optimized Canopy’s campaign to balance cost-efficiency and volume, ensuring every dollar spent delivered impactful results.

Here’s how we did it:

  • Set a Bid Cap: We analyzed historical performance data to define the maximum allowable cost for first-time purchases, maintaining profitability across the board.
  • Inflated Budget Strategy: With bid caps in place, we raised the daily budget to give Meta the flexibility to scale, allowing the platform to identify and convert as many new customers as possible.

This approach ensured Canopy could aggressively acquire new customers without sacrificing quality or profitability.

YoY BFCM Results

Paid Media
96.43% Increase in conversions
69.84% Increase in conversion rate
104.39% Increase in revenue
59.49% Increase in ROAS

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