Results

Tracie Martyn

Results

Tracie Martyn

Meta Ads · DTC · USA

From Discount-Led Ads
to Brand-Led Performance

Tracie Martyn had red-carpet authority, science-backed formulations, and celebrity proof. Their Meta ads weren't showing any of it. We rebuilt the engine from the ground up.

33%

Customer Acquisition Cost

40%

Lowered CPM (Meta)

10%

Abandon Cart Recovery

BRAND

Tracie Martyn

Luxury Clean Skincare

CHANNEL

Meta (Facebook & Instagram)

POSITIONING

Red-Carpet Authority

SERVICES

Full-Funnel Meta Rebuild

THE CHALLENGE

A premium brand.
Discount-first ads.

Tracie Martyn is a brand that earns its premium, dermatologist-grade formulations, celebrity endorsements from the red carpet, and a cult following that spans decades. It's the kind of brand where customers say they'll never switch.

But their Meta ads told a completely different story. Fragmented audiences, fatigued creatives running at high frequency, no clear funnel strategy, and discount-led messaging that actively undercut the brand's premium positioning. The acquisition engine was expensive, inconsistent, and getting worse.

Tracie Martyn is a brand that earns its premium, dermatologist-grade formulations, celebrity endorsements from the red carpet, and a cult following that spans decades. It's the kind of brand where customers say they'll never switch.

But their Meta ads told a completely different story. Fragmented audiences, fatigued creatives running at high frequency, no clear funnel strategy, and discount-led messaging that actively undercut the brand's premium positioning. The acquisition engine was expensive, inconsistent, and getting worse.

Fragmented Targeting
Multiple overlapping audiences cannibalising each other, no clean segmentation by intent or funnel stage

Stale Creatives
Same ads running too long, high frequency, low engagement, and discount-heavy messaging damaging brand perception

Inconsistent Tracking
Broken attribution, inconsistent signals, making it impossible to optimise with confidence

No Funnel Strategy
All spend pushed toward conversions with no awareness or consideration layer, burning budget on cold audiences

CREATIVE TRANSFORMATION

Same brand.
Completely different story.

The before/after is stark. Discount-first creative actively worked against Tracie Martyn's premium positioning. We replaced it with brand-led ads built on science, proof, and aspiration.

Before

After

↔

OUR APPROACH

Four strategies.
One rebuilt engine.

We rebuilt every layer of Tracie Martyn's Meta performance, from creative and audience to tracking, SKU strategy, and funnel architecture.

BRAND-LED AD CREATIVES

Red-carpet authority.
In every ad.

We replaced discount-first creative with brand-led ads built on three pillars: science-backed ingredient storytelling, social proof from real advocates, and aspirational positioning that makes Tracie Martyn feel like the obvious choice, not the discounted one.

Every creative was built to communicate premium value perception before a single click, so the landing page only had to confirm what the ad already established.

We replaced discount-first creative with brand-led ads built on three pillars: science-backed ingredient storytelling, social proof from real advocates, and aspirational positioning that makes Tracie Martyn feel like the obvious choice, not the discounted one.

Every creative was built to communicate premium value perception before a single click, so the landing page only had to confirm what the ad already established.

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AOV BOOSTING BUNDLING STRATEGY

Build the ritual.
Not just the sale.

Discount-based AOV growth is a treadmill, you need bigger discounts every time to move the needle. We built AOV growth through high-affinity bundles instead, curated pairings that feel like a skincare ritual, not a bundle deal.

Firming + Brightening. Lifting + Sculpting. Each bundle was built around a skin concern journey, allowing customers to build their complete Tracie Martyn routine while naturally increasing basket value, no discount required.

Discount-based AOV growth is a treadmill, you need bigger discounts every time to move the needle. We built AOV growth through high-affinity bundles instead, curated pairings that feel like a skincare ritual, not a bundle deal.

Firming + Brightening. Lifting + Sculpting. Each bundle was built around a skin concern journey, allowing customers to build their complete Tracie Martyn routine while naturally increasing basket value, no discount required.

NCAC & MER IMPROVEMENTS

Right audience.
Right price to acquire them.

Fragmented targeting meant Tracie Martyn was paying to reach broad audiences that would never convert at a premium price point. We narrowed the aperture deliberately, targeting high-intent segments whose values and aesthetics aligned with the brand.

The result: a lower nCAC from better audience quality, and a stronger MER as brand-led creatives reduced the discount dependency that was silently eroding profitability.

Fragmented targeting meant Tracie Martyn was paying to reach broad audiences that would never convert at a premium price point. We narrowed the aperture deliberately, targeting high-intent segments whose values and aesthetics aligned with the brand.

The result: a lower nCAC from better audience quality, and a stronger MER as brand-led creatives reduced the discount dependency that was silently eroding profitability.

Clean-Beauty Advocates

Ingredient-conscious, brand-loyal, science-informed

Aging-Gracefully Segments

Exact aspiration match, firmness, lifting, glow

High-LTV Lookalikes

Modelled on customers with highest repeat purchase rates

High-Intent Beauty Seekers

Premium skincare buyers actively researching alternatives

Audience Architecture

Consideration

Social proof · Bundle ads · Ingredient storytelling

Conversion

Hero SKU focus · Clean attribution · CM2-positive bids

Retention

Abandon cart recovery · Repeat purchase flows · LTV growth

Awareness

Brand-led creatives · High-intent audiences · Problem-first hooks

Full-Funnel Architecture

CM2 POSITIVE ACQUISITION

Scaling profitably.
Not just scaling.

Most DTC brands scale to a CAC that only makes sense if you assume every customer comes back twice. We rebuilt Tracie Martyn's acquisition strategy around CM2-positive returns, ensuring that every new customer acquired through paid media was profitable after variable costs, not just at the ROAS line.

SKU-level scaling, funnel clarity, and consistent brand messaging combined to drive net-positive CM2 returns, the kind of acquisition engine that gets better as it grows.

Most DTC brands scale to a CAC that only makes sense if you assume every customer comes back twice. We rebuilt Tracie Martyn's acquisition strategy around CM2-positive returns, ensuring that every new customer acquired through paid media was profitable after variable costs, not just at the ROAS line.

SKU-level scaling, funnel clarity, and consistent brand messaging combined to drive net-positive CM2 returns, the kind of acquisition engine that gets better as it grows.

THE RESULTS

From expensive
to efficient.

When the creative matches the brand, the targeting matches the customer, and the tracking finally tells the truth, everything gets more efficient. CAC drops. CPM drops. The brand grows without the discount crutch.

50%

Customer Acquisition Cost

40%

Lowered CPM on Meta

10%

Abandon Cart Recovery

Case Studies

GoSun – Scaling USA’s Clean Energy Brand Across DTC Channels

View full story

GoSun – Scaling USA’s Clean Energy Brand Across DTC Channels

View full story

Let’s Achieve
Profit-first Growth Together

Schedule a strategy session with us by completing the form. Our eCommerce analyst will reach out to guide you through the next steps.

Prefer email?

Reach us at listen@thinkwhyglobal.com

Let’s Achieve
Profit-first Growth Together

Schedule a strategy session with us by completing the form. Our eCommerce analyst will reach out to guide you through the next steps.

Prefer email?

Reach us at listen@thinkwhyglobal.com

Let’s Achieve
Profit-first Growth Together

Schedule a strategy session with us by completing the form. Our eCommerce analyst will reach out to guide you through the next steps.

Prefer email?

Reach us at listen@thinkwhyglobal.com

We combine positioning strategy, paid media, and conversion design to help you grow profitably, without betting everything on ad spend.

Links

About

Offshore

Results

Careers

Book A Call

Services

Positioning & Conversion Design

DTC Website Growth

Marketplace Growth

Contact

BE
MEANINGFULLY
DIFFERENT.

We combine positioning strategy, paid media, and conversion design to help you grow profitably, without betting everything on ad spend.

Links

About

Offshore

Results

Careers

Book A Call

Services

Positioning & Conversion Design

DTC Website Growth

Marketplace Growth

Contact

BE
MEANINGFULLY
DIFFERENT.

We combine positioning strategy, paid media, and conversion design to help you grow profitably, without betting everything on ad spend.

Links

About

Offshore

Results

Careers

Book A Call

Services

Positioning & Conversion Design

DTC Website Growth

Marketplace Growth

Contact

BE
MEANINGFULLY
DIFFERENT.

From Discount-Led Adsto Brand-Led Performance

From Discount-Led Adsto Brand-Led Performance

Tracie Martyn had red-carpet authority, science-backed formulations, and celebrity proof. Their Meta ads weren't showing any of it. We rebuilt the engine from the ground up.

Tracie Martyn had red-carpet authority, science-backed formulations, and celebrity proof. Their Meta ads weren't showing any of it. We rebuilt the engine from the ground up.

33%

40%

10%

Tracie Martyn

Tracie Martyn

Luxury Clean Skincare

Luxury Clean Skincare

Meta (Facebook & Instagram)

Meta (Facebook & Instagram)

Red-Carpet Authority

Red-Carpet Authority

Full-Funnel Meta Rebuild

Full-Funnel Meta Rebuild

A premium brand.Discount-first ads.

A premium brand.Discount-first ads.

A premium brand.Discount-first ads.

Tracie Martyn is a brand that earns its premium, dermatologist-grade formulations, celebrity endorsements from the red carpet, and a cult following that spans decades. It's the kind of brand where customers say they'll never switch.

Tracie Martyn is a brand that earns its premium, dermatologist-grade formulations, celebrity endorsements from the red carpet, and a cult following that spans decades. It's the kind of brand where customers say they'll never switch.

Fragmented TargetingMultiple overlapping audiences cannibalising each other, no clean segmentation by intent or funnel stage

Stale CreativesSame ads running too long, high frequency, low engagement, and discount-heavy messaging damaging brand perception

Inconsistent TrackingBroken attribution, inconsistent signals, making it impossible to optimise with confidence

No Funnel StrategyAll spend pushed toward conversions with no awareness or consideration layer, burning budget on cold audiences

Same brand.Completely different story.

The before/after is stark. Discount-first creative actively worked against Tracie Martyn's premium positioning. We replaced it with brand-led ads built on science, proof, and aspiration.

Four strategies.One rebuilt engine.

We rebuilt every layer of Tracie Martyn's Meta performance, from creative and audience to tracking, SKU strategy, and funnel architecture.

Red-carpet authority.In every ad.

Red-carpet authority.In every ad.

We replaced discount-first creative with brand-led ads built on three pillars: science-backed ingredient storytelling, social proof from real advocates, and aspirational positioning that makes Tracie Martyn feel like the obvious choice, not the discounted one.

Every creative was built to communicate premium value perception before a single click, so the landing page only had to confirm what the ad already established.

We replaced discount-first creative with brand-led ads built on three pillars: science-backed ingredient storytelling, social proof from real advocates, and aspirational positioning that makes Tracie Martyn feel like the obvious choice, not the discounted one.

Every creative was built to communicate premium value perception before a single click, so the landing page only had to confirm what the ad already established.

Card Title 1

Card Title 2

Card Title 3

Card Title 1

Card Title 2

Card Title 3

Card Title 1

Card Title 2

Card Title 3

Card Title 1

Card Title 2

Card Title 3

Card Title 1

Card Title 2

Card Title 3

Card Title 1

Card Title 2

Card Title 3

Build the ritual.Not just the sale.

Build the ritual.Not just the sale.

Discount-based AOV growth is a treadmill, you need bigger discounts every time to move the needle. We built AOV growth through high-affinity bundles instead, curated pairings that feel like a skincare ritual, not a bundle deal.

Firming + Brightening. Lifting + Sculpting. Each bundle was built around a skin concern journey, allowing customers to build their complete Tracie Martyn routine while naturally increasing basket value, no discount required.

Discount-based AOV growth is a treadmill, you need bigger discounts every time to move the needle. We built AOV growth through high-affinity bundles instead, curated pairings that feel like a skincare ritual, not a bundle deal.

Firming + Brightening. Lifting + Sculpting. Each bundle was built around a skin concern journey, allowing customers to build their complete Tracie Martyn routine while naturally increasing basket value, no discount required.

Right audience.Right price to acquire them.

Right audience.Right price to acquire them.

Fragmented targeting meant Tracie Martyn was paying to reach broad audiences that would never convert at a premium price point. We narrowed the aperture deliberately, targeting high-intent segments whose values and aesthetics aligned with the brand.

The result: a lower nCAC from better audience quality, and a stronger MER as brand-led creatives reduced the discount dependency that was silently eroding profitability.

Fragmented targeting meant Tracie Martyn was paying to reach broad audiences that would never convert at a premium price point. We narrowed the aperture deliberately, targeting high-intent segments whose values and aesthetics aligned with the brand.

The result: a lower nCAC from better audience quality, and a stronger MER as brand-led creatives reduced the discount dependency that was silently eroding profitability.

Scaling profitably.Not just scaling.

Scaling profitably.Not just scaling.

SKU-level scaling, funnel clarity, and consistent brand messaging combined to drive net-positive CM2 returns, the kind of acquisition engine that gets better as it grows.

SKU-level scaling, funnel clarity, and consistent brand messaging combined to drive net-positive CM2 returns, the kind of acquisition engine that gets better as it grows.

From expensiveto efficient.

From expensiveto efficient.

From expensiveto efficient.

When the creative matches the brand, the targeting matches the customer, and the tracking finally tells the truth, everything gets more efficient. CAC drops. CPM drops. The brand grows without the discount crutch.

50%

40%

10%

Case Studies

GoSun – Scaling USA’s Clean Energy Brand Across DTC Channels

View full story

From Discount-Led Ads
to Brand-Led Performance

From Discount-Led Ads
to Brand-Led Performance

A premium brand.
Discount-first ads.

A premium brand.
Discount-first ads.

A premium brand.
Discount-first ads.

Fragmented Targeting
Multiple overlapping audiences cannibalising each other, no clean segmentation by intent or funnel stage

Stale Creatives
Same ads running too long, high frequency, low engagement, and discount-heavy messaging damaging brand perception

Inconsistent Tracking
Broken attribution, inconsistent signals, making it impossible to optimise with confidence

No Funnel Strategy
All spend pushed toward conversions with no awareness or consideration layer, burning budget on cold audiences

Same brand.
Completely different story.

Four strategies.
One rebuilt engine.

Red-carpet authority.
In every ad.

Red-carpet authority.
In every ad.

Build the ritual.
Not just the sale.

Build the ritual.
Not just the sale.

Right audience.
Right price to acquire them.

Right audience.
Right price to acquire them.

Scaling profitably.
Not just scaling.

Scaling profitably.
Not just scaling.

From expensive
to efficient.

From expensive
to efficient.

From expensive
to efficient.

Let’s Achieve
Profit-first Growth Together

Let’s Achieve
Profit-first Growth Together

Let’s Achieve
Profit-first Growth Together