All work
Brightloaf
Bakery subscription
·
Meta + offer testing
Selling the second loaf, not just the first.
Brightloaf was great at first orders and poor at repeat ones. A new offer and post-purchase ads lifted repeat orders by 48%.
3.6x
Blended ROAS
+48%
Repeat orders
−22%
Cost per new subscriber
Project details
Client
Brightloaf
Industry
Bakery subscription
Services
Meta + offer testing
Channels
Meta, email
Timeline
4 months
Monthly spend
$18k
The problem
New customers loved the first box, then most of them never ordered again. Ads kept chasing new people to replace them.
What we did
We tested a ‘second box half price’ offer against the usual first-order discount. It won on cost and on how many people stayed.
We also ran short ads to recent buyers showing what came next: seasonal loaves, recipes, a pause button.
Talking to buyers again
A small budget aimed at existing customers did more for revenue than the same money spent on strangers.
The result
Repeat orders rose 48%, cost per new subscriber fell 22% and blended return reached 3.6x.
We didn’t need more customers, we needed the ones we had to come back. Margin saw that on day one.
Elena Rossi
Co-founder, Brightloaf
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