GoNanas was already in Target and Costco. We cut their new customer CPA 26.5%.
Retail kept expanding. DTC was the one channel that hadn't scaled with it.
Two founders, one dorm room, and a banana bread problem.
Annie and Morgan met as neighbors in the first-year dorms at Michigan. They both loved to bake, and neither could find a healthy version of the thing they loved most. So they made one. The mix is vegan, gluten free, and free of the top allergens, and you add your own bananas. It's now in Target, Costco, Whole Foods and thousands of other doors.
A retail powerhouse with a DTC channel running on launches.
The DTC side was healthy but it ran on launches. Between drops, the account went quiet. The structure underneath wasn't helping either: too many campaigns, and every image and video split into its own ad set, so conversion signal fragmented instead of compounding into one learning pool.
The '6 Reasons' framework delivered a 60% conversion lift
GoNanas has a real story to tell: two founders, clean ingredients, no top allergens. We put it into a '6 Reasons' listicle advertorial that bridges social discovery and the product page with high-intent educational content. It outperformed product-focused creative by 60%.
Build-Your-Own-Bundle campaigns lifted units per transaction
In DTC food, shipping eats the margin. Units per transaction is the most direct lever on profitability, and GoNanas had dozens of flavors to work with. We built Build-Your-Own-Bundle campaigns around that variety and lifted both AOV and MER.
Shifted remarketing from 'Buy Again' to 'Subscribe & Save'
People who like banana bread buy banana bread again. We moved remarketing spend off 'Buy Again' and onto 'Subscribe & Save' so that repeat behavior turned into predictable acquisition economics. CPA dropped and the customer base got easier to forecast.
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