OCHRE LANE
THE CHALLENGE
Cleaned up and diversified the funnel - get cheaper eyes on the brand through a multi-channel approach that meets customers where they are in their purchase journey.
Moved away from vanity metrics - built performance strategy around MER and profitability.
Embedded a strong creative strategy funnelling UGC and brand origin storytelling to reach new audiences.
THE STRATEGY
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The brand relied heavily on paid ads for both new and returning customer acquisition. The founder came to Social & Staple with strong numbers literacy and clear spend/revenue goals, leaning on SS for audience strategy and creative direction at scale.
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The brand relied on campaign shoots to carry the creative and struggled to build a brand voice outside of drops.
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Outside of best sellers, the brand had goals to amplify production, forecast more accurately, and diversify their SKU-to-revenue ratio through new arrivals.
THE TRANSFORMATION
Over the last 12-months alone:
Ochre Lane is in aggressive scale mode. Spend grew +151.0% and the account is reaching a far larger audience (+145.7% reach), with frequency actually declining - a sign of healthy audience expansion rather than saturation.
Purchases more than doubled (+107.0%) and implied revenue grew to $6.2M (+145.7%), with ROAS holding essentially flat - demonstrating that the scale-up has been executed efficiently.
Video is the standout growth driver. Video views grew +258.3% and 30-second completions +263.5%, pointing to strong video creative performance at scale.
THE RESULTS
Over the last 12-months alone:
Revenue tripled (+202%)With Shopify data confirming the scale is real and landing on-store.
+185% new buyers in the last 12 months, validating the cold audience and multi-channel expansion strategy.
New customer acquisition nearly tripledAOV grew from +18%Driven by the shift toward higher-price-point hero products.
Retention held strong in absolute termsReturning customers grew +134% despite the massive acquisition push.