Client Overview
Mutha is a premium, celebrity-endorsed hair and body care brand renowned for its luxurious, clean formulations. Featured in Vogue, Allure, and Goop, Mutha's product line — including its iconic Body Butter, Hair Oil, and Scalp Serum — is trusted by Hollywood A-listers and beauty insiders worldwide. Known for high-quality, results-driven ingredients and an elevated brand aesthetic, Mutha has cultivated a loyal cult following in the prestige beauty space.
Challenge
When Mutha partnered with Joya Digital in early 2024, their paid media was significantly underperforming for a brand of their caliber. Their Meta campaigns were primarily retargeting existing customers with no structured prospecting funnel — resulting in ad fatigue, rising CPMs, and a declining ROAS that had dropped below 1.5x. On Google, Shopping campaigns lacked proper product feed optimization and were cannibalizing branded search budgets. New customer acquisition costs were climbing month-over-month while total new customer volume remained flat. Our challenge: completely rebuild their paid media architecture to efficiently scale new customer acquisition without compromising brand prestige or profitability.
Our Process
We audited the existing Meta account and found that over 70% of ad spend was being served to warm or existing audiences with no true top-of-funnel prospecting. The account lacked proper exclusions, causing ad fatigue and inflated CPMs. Our first priority was building a clean, full-funnel campaign structure from scratch.
- Built a dedicated New Customer Prospecting campaign with all existing purchasers and website visitors excluded — immediately reducing wasted spend
- Introduced a tiered funnel: TOF (cold interest + lookalike audiences), MOF (engaged video viewers, site visitors 90-day), and BOF (add-to-cart, checkout abandoners)
- Saw CPMs drop by 28% within the first two weeks as frequency normalized and fresh audiences were reached for the first time
- New customer impression share increased from 31% to 74% of total Meta spend
With Meta stabilized, we turned to Google where the account had no clear separation between branded and non-branded campaigns, and the Shopping feed was poorly optimized with generic product titles. Performance Max campaigns were running with no custom audience signals, burning budget on irrelevant queries. We rebuilt the entire Google Ads account architecture from the ground up.
- Rebuilt the Google Shopping product feed with optimized titles, descriptions, and product types for better search auction relevance and higher impression quality
- Separated Performance Max campaigns by product category (Hair Care vs. Body Care) with dedicated custom asset groups, audience signals, and bidding targets
- Created dedicated Branded Search campaigns to protect Mutha's brand terms at a lower CPC and prevent competitors from poaching high-intent clicks
- Launched non-branded Search campaigns targeting high-intent, premium beauty keywords: "luxury hair oil," "clean body butter," "celebrity hair care"
With proper campaign structures in place and costs under control, we launched a systematic creative testing framework on Meta. Our goal was to identify the highest-converting ad concepts for Mutha's premium, style-conscious audience. We tested across five distinct creative pillars:
- Celebrity & Influencer Social Proof
- Before & After Hair / Skin Transformation
- Ingredient Education (clean, clinical, luxurious)
- User-Generated Content (UGC) Testimonials
- Editorial / Luxury Lifestyle Imagery
The celebrity social proof and UGC testimonial creatives produced the strongest new customer acquisition results. We are now actively scaling winning variations of these formats with a monthly budget exceeding $30,000.
Our efforts for Mutha extended far beyond managing ad spend. It is this holistic, full-funnel approach that makes sustainable, profitable growth possible at scale. As we scaled winning creatives, we collaborated with Mutha's team on a series of conversion and retention initiatives.
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