How Disco improved Facebook ROAS 128% with machine learning

Disco is a science-backed skincare brand for men. Launched in 2019 after its founder, Ben Smith, spent years searching for a solution to navigating his skincare routine using products and regimens originally intended for women. He teamed up with his family dermatologist to design skincare products for men that use fully transparent and ethically-sourced ingredients.

In the face of the iOS 14.5 rollout, Disco struggled to acquire new customers at scale. Having recently revamped their creative, messaging, and customer journey, Disco was eager to put dollars behind their ads in a meaningful way, but the Apple privacy changes dashed all their attempts on iOS-impacted platforms, like Facebook and Instagram.

Proxima offers DIsco a low-lift, plug-and-play audience targeting solution. Tapping into Proxima's powerful dataset and AI, our algorithm was able to identify people who were most likely to buy Disco's products, quickly improving CAC, CVR, and ROAS as the people seeing their ads were high-intent buyers. The improvement in targeting accuracy gave the Disco team the confidence they needed to increase spend and turn on the marketing jets.

By deploying Proxima’s audiences to their Facebook prospecting campaigns, Disco achieved an average of 128% higher ROAS, 160% increase in conversion rate, 19% lower CPA, and 74% higher CTR compared to their in-house acquisition efforts.

Disco scaled their spend through Proxima’s audiences from $3.5k to $126k while maintaining a ROAS that consistently outperformed their in-house campaigns by 2.5x over the course of 3 months.

Switching from Black Crow to Proxima

As acquisition costs on Facebook and Instagram climbed, Disco turned to AI solutions to improve ad targeting and performance. While Black Crow provided a slight improvement from their in-house efforts, Disco was looking for a strategy that would enable them to repeatedly reach new customers and scale faster while reliably boosting return on ad spend.

Since deploying Proxima’s machine learning audiences to their prospecting campaigns, Disco saw a 92% higher ROAS, 43% lower CPA, and 51% higher CTR as compared to Black Crow.