hims

The Brief

BARK were brought in to manage hims’ Facebook and Google marketing spend with the primary goal of scaling spend aggressively whilst maintaining their target CPA.

hims faces stiff competition from brands such as Manual, Numan and Sons in the UK, many of whom were also scaling fast, so the race was on to acquire customers quickly through best-in-class performance marketing.

The Approach

Following our initial audit, there were clear opportunities to improve marketing performance by restructuring their ad accounts to take a broader approach to targeting, allowing them to increase performance at scale in a short period of time.

The hims business is focussed on making their two core products, hair loss and ED treatments, profitable, so we focussed on consistently scaling spend whilst maintaining our target blended CPA for each product.

By focussing on improving the CTR of our creative, our targeting across Facebook and Google, and the conversion rate of the landing pages through consistent offer testing and pricing analysis factoring in customer LTV, we were able to drive some impressive growth.

After hims appointed BARK in September 2020, we increased Facebook budget for hair products 150% with a 45% reduction in CPA over 2021 and 2022. Across the whole partnership with BARK, hims’ monthly budget for Facebook ads has so far increased 4x.

The BARK team also played a key role in ensuring the maximum number of signals were being passed back to the marketing platforms by helping them implement a best-in-class conversions API integration to improve the match rate across all of their on-site events.

This had a significant impact on performance by providing more data for optimisation and reporting, driving a 38% reduction in week on week Facebook CPA when it was rolled out. This set the foundations for scaling the hair side of the business by 3x over the next few months.