9× YoY Meta Ads growth
How we turned Meta into a reliable acquisition channel and delivered CabinZero's first £2m+ D2C year, across six markets.
The brief
CabinZero make cabin-sized travel backpacks. They came to us with a product that already sold and a channel that wouldn't behave: Meta had never become a dependable source of new customers.
At the same time the business was expanding internationally, into the UK, US, EU, Japan, Australia and Malaysia, which multiplied the number of assets the account needed and added a language problem on top of a volume one.
The challenge
Previous creative had never produced enough output to grow consistently. A handful of ads carried the account, and when they fatigued, performance went with them.
The ads themselves were trying to do too much: multi-benefit narratives that explained everything about the bag and demonstrated nothing in particular. Meanwhile Google leaned almost entirely on brand search, with no plan for finding new customers.
What we did
Every ad was briefed off one persona and one position. Here is what that meant in practice.
Single-minded, problem-solving creative
We dropped the multi-benefit storytelling. Every ad was built for one persona, opened on one specific travel problem, and demonstrated the fix. Two angles did most of the work: avoiding airline charges for the wrong bag size, and packing capacity against competing bags.
Scaled UGC and video production
The flex team produced against every persona in parallel, then localised the winners into six markets, including Japanese, so each region got ads that sounded like they were made there.
Regrouped Google by region
EU and rest-of-world markets were grouped so budget could flow to the regions actually performing, rather than sitting in campaigns that could not spend it.
Segmented products by margin
Best-, mid- and low-selling products were separated so spend prioritised higher-margin, better-performing lines instead of being spread evenly across the catalogue.
The results
- +864%Meta Ads purchase and revenue volume, year on year
- +146%growth in Google-generated revenue
- 9×year-on-year growth on Meta Ads
- £2m+first D2C year at that level for the business
- 2angles carried the account: bag-size fees and packing capacity
We partnered with Atomic Clock to make Meta and Google Ads a true growth driver rather than a supporting channel. Their shift toward benefit-led creative and smarter campaign structure helped us scale internationally while maintaining profitability.
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856% increase in subscribers
50% reduction in CPA through scaling over 200 unique ad creatives for their new rum subscription product.
#1 on Amazon in UK + US
Herd Mentality to #1 on Amazon UK + US via 100+ unique video ads created in a six-week sprint. $3.5m generated.
14× blended ROAS
Over £2m in a single quarter, with Meta revenue up 125% and Google up 69% year on year.