YoY increase in new customer revenue.
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Free Soul
Free Soul is a leading women’s wellness and nutrition brand.
Services
Paid Media
Creative
Data
Sector
Health & Wellness
Results
+400% New Customer Revenue YoY
Visit
The Situation
Free Soul, a leading brand specialising in women’s nutrition and well-being, offers science-backed products designed to address hormonal balance, energy, focus, and mood. Known for their high-quality, great-tasting protein powders and supplements, Free Soul’s commitment to delivering real results for real women has established them as a trusted name in the wellness space. However, in an increasingly competitive market, the brand was looking to position themselves ahead of the rest and significantly increase the efficiency of their new customer acquisition in order to meet their growth targets. After a competitive pitch process, BARK was selected to develop and implement a robust digital strategy that integrated paid media, specialist creative, and actionable insights from advanced data-science.
The Brief
Free Soul tasked BARK with driving measurable growth by creating a full-funnel marketing strategy, delivering a high volume of specialist brand-meets-performance creative assets, and using complex data science to unlock new growth opportunities. The objective was to increase customer acquisition efficiency, improve profitability and grow faster to stay ahead of the competition.
The Approach
To achieve these targets, we had to think differently and move fast.
Paid Media: We developed a comprehensive full-funnel strategy across Meta, Google and TikTok to effectively position the brand, drive awareness and engagement, and significantly increase revenue for Free Soul. Tactically, this included a suite of different campaign-buying objectives, conversion-lift studies, and measurement frameworks specific to the brand.
Creative: We developed a cross-channel creative strategy and built a robust content pipeline that included creators, enabling us to produce a high volume of monthly creatives. Every aspect—creative strategy, production, creator partnerships, and design—was tailored to each stage of the funnel to strengthen the brand and drive performance.
Data Science: We built a bespoke data warehousing, management, and reporting infrastructure—storing, cleaning, and managing Free Soul’s data—to give the brand accurate, live reporting and insights across their entire product set. This set the stage for custom data science projects to answer their critical growth questions, where we:
a) used advanced lifetime value (LTV) analysis to identify optimal LTV:CAC ratios across the product set, and establish clear new customer acquisition targets.
b) conducted comprehensive seasonality analysis, which allowed us to accurately forecast demand and expected profitable ad-spend, providing the brand with the relevant information to properly plan their required stock levels.
c) ran causation analysis and built custom Media Mix Models (MMM) to get a clear reading of the brand’s incrementality across the entire marketing mix, including on and offline media. This allowed us to optimally reallocate spend across the entire media mix and set channel-level targets that aligned with the brand’s goals.
This was all visualised clearly in our custom data-science platform, Bark.Insights, which was so important to the business that the founder, Arjun Sofat, joked he’d “check Bark.Insights every morning before even speaking to my wife”.
The Results
+400%
Kept Free Soul ahead.
By integrating our team of brand and performance marketing experts, who worked together across media buying, creative, and data science, we were able to significantly improve the efficiency of Free Souls paid media, and help them hit their growth targets. If you need the team and the tools to stay ahead, get in touch with us today.