Youth
& Earth
on flat spend
76% more orders and 44% more revenue on just 3.7% more spend, one year on. A rebuilt offer, a rebuilt email system, and numbers worth trusting before scaling further.
Real demand. A growth engine that hadn’t caught up.
The product had genuine repeat-purchase demand. The offer, the email system and the paid account hadn’t been rebuilt to match it, and nobody could agree on what the numbers were actually saying.
Youth & Earth is a UK longevity and cellular-health supplement brand: NMN, Trans-Resveratrol+, CoQ10, Spermidine, and Creatine Chews. Real repeat-purchase demand, a brand working toward a target to double the business.
The offer was still built around single-SKU purchases, with no clear path into a higher-value bundle or stack, capping average order value well below what the range could support.
Klaviyo was live but hadn’t kept pace with the brand. Flows and segmentation were still running on early setup logic, so a large share of on-site traffic and existing customers weren’t being worked properly by email.
On top of that, the account’s own analytics told a story of decline: blended ROAS down 20.7%, CPA up 19.1%, new-customer CPA more than doubling, alongside genuine tracking gaps: a US Meta pixel firing every Purchase event with an identical hardcoded value, blocked event parameters, and unconfirmed domains sending pixel events on both UK and US accounts. Every decision on the offer, on email, and on ad spend was resting on numbers nobody had agreed were true.
Core problems identified
- 01Product range sold mostly as single SKUs, no bundle or stack pulling AOV up
- 02Klaviyo flows and segmentation hadn't been rebuilt since early setup
- 03Platform-reported figures showed blended ROAS down 20.7% year on year
- 04Blended CPA appeared up 19.1%, new-customer CPA more than doubled
- 05Paid spend was concentrated on the weaker-performing channel
- 06Creative production ran entirely through outside partners, slowing turnaround
- 07US Meta pixel firing every Purchase event with an identical hardcoded value
- 08No agreed reporting standard to trust before committing more budget behind a doubling target
Four fixes.
One growth engine.
Rebuild the Offer
Before pushing more traffic at the account, the offer itself needed to work harder. Single-SKU purchases were capping average order value well below what the range could support.
- Restructured the product stack around higher-AOV bundles
- Repositioned NMN, Trans-Resveratrol+, CoQ10, Spermidine and Creatine Chews as a system, not five separate purchases
- Built a clear upgrade path from first purchase to full-stack customer
Rebuild the Email System
Klaviyo was live but underused. Flows and segmentation were rebuilt from the ground up to match the new offer and actually work the list.
- Rebuilt the core flows: welcome, browse abandon, cart abandon, post-purchase, and win-back
- Rebuilt segmentation around purchase stage and product stack, not just recency
- Aligned campaign calendar with the new bundle offer
Get the Numbers Right
Two ways of reading the same paid spend were producing opposite verdicts. No reallocation decision could be trusted until that was resolved.
- Rebuilt the KPI pull scoped to paid channels only, lifetime attribution window
- Cross-checked platform-reported figures directly against actual spend and order data
- Established a single attribution standard, paid-scoped, lifetime window, going forward
- Flagged and began fixing pixel-level tracking gaps across UK and US accounts
Reallocate the Spend, Bring Creative In-House
With a number worth trusting, the channel mix could actually be corrected, and creative production brought closer to the brand.
- Facebook was taking the majority of spend for the weaker return; Google was running well ahead on a fraction of the budget
- Reallocated spend decisively toward the stronger channel over the year
- Cut total quarterly spend 18.7% while purchases still grew 10.3%
- Brought creative production in-house, cutting turnaround time and reliance on outside partners
Some of what’s come out of bringing production in-house.
Since the creative engine moved in-house, product and static ad assets have been produced directly for the paid account, cutting turnaround time and keeping creative testing tied to what's actually converting.
Product Flat Lay
Part of the higher-AOV stack repositioning: NMN, Trans-Resveratrol+ and Mitochondrial CoQ10 shot and produced in-house for use across paid social and the product pages.
Static Ad Concept
One of the in-house static concepts built to introduce the Cellular Energy Stack bundle, tested directly in the paid account alongside the single-SKU creative.
Fixed in 90 days.
Compounding a year on.
The offer rebuild, the Klaviyo rebuild, the attribution correction and the paid reallocation all landed inside a single 90-day sprint. Here’s what moved before that sprint closed, and what it’s grown into a year on.
And still accelerating: ROAS was up 65.4% in the final 30 days of the sprint alone.
Before we scaled anything, we made sure the numbers we were scaling from were actually true. Once the offer was rebuilt, the email system was rebuilt, and the reporting was solid, spend could be reallocated with confidence instead of guesswork.
Purposeful Profits, on rebuilding Youth & Earth’s growth engine
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Every brand in these case studies started exactly where you are now. The difference is a clear system, the right measurement, and disciplined execution.