Health & Wellness

Obvi’s “secret tool” to lower CAC and profitable marketing at scale

See how Proxima's audiences transformed Obvi's ad account
Obvi Super Collagen Protein

$150k

Spent profitably on AI Audiences in 30 days

6.2%

Lower New Customer CPA

+7.5%

Higher New Customer ROAS
Obvi Super Collagen Protein
FEATURING
Ash Melwani
Co-Founder & CMO
INDUSTRY
Health & Wellness

About the Brand

Meet Obvi, the maker of top-quality supplements for women

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Obvi's mission is to become the top choice for health and beauty products in every household.

Obvi is an 8-figure brand founded by eCommerce veterans. They specialize in developing delicious and nutritious collagen products with a fresh approach. The fuschia-forward company has put a youthful spin on its top-quality products, which range from collagen protein powders in flavors like birthday cupcake and fruity cereal to energy-boosting, bloat-busting dietary supplements.

The Challenge

Rising CAC hindered growth

Like many DTC brands, Obvi was seeing increasing CAC month-over-month on Meta, forcing them to switch their account over to a Cost Cap, which in turn limited their ability to unlock scale. The majority of Obvi’s ad spend went toward Broad targeting, but they felt they were just circling around the same audience.

"At Obvi, we're growing rapidly and constantly looking to reach new customers and reduce CAC. When it comes to Meta, Proxima has enabled us to scale ad spend profitably, actively unlocking new revenue we would have otherwise left on the table."

Headshot of SolaWave model using skincare product on their face

Ash Melwani

Co-Founder & CMO

The Solution

AI Audiences unlocked Obvi's growth potential

With Proxima, Obvi was able to break out of that cycle and expand into new, high-value audiences that had been difficult to reach with Broad and Advantage+, as Obvi’s pixel had been so well trained to target their core demo.

“Proxima is our secret tool to profitable marketing and lower CAC. When we leaned into their audiences instead of Facebook's in-platform targeting, ROAS jumped +7.5%. Proxima's audiences outperformed ASC and everything else in our ad account. Proxima audiences now account for more than 30% of Obvi's entire Meta ad spend.”
Headshot of SolaWave model using skincare product on their face

Ash Melwani

Co-Founder & CMO

The Results

Even better than Meta's own AI tools

The Obvi team started running AI Audiences in the beginning of June and these are the results as of the end of September: New Customer CPA dropped by 6.2% and New Customer ROAS increased by 7.5%.

They were able to spend +$150,000 through Proxima in August alone, and now Proxima-powered audiences account for more than 30% of Obvi’s entire Meta ad spend.

One final takeaway

As Obvi was gearing up to launch in 4,000+ Walmart stores, Proxima was a critical part of helping prepare them for the working capital strain of retail expansion through efficient digital acquisition.

"In a world of ever-increasing CAC, you need tools that can improve your marketing efficiency and scale your business profitable. Proxima did just that. Proxima's audiences are quickly becoming the best way to acquire new customers on paid social. It's the best-kept secret to effortless, profitable growth and it's one of my favorite tools right now. It totally transformed our ad account."

Headshot of SolaWave model using skincare product on their face

Ash Melwani

Co-Founder & CMO

Find out how top DTC brands like Lomi, Obvi, and Venus Et Fleur are unlocking unprecedented results on Meta with Proxima. Let's chat.
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