Executive Summary

Before partnering with Blue Sense Digital, VIXIN was losing money on every new customer
— blended CAC payback was 8–9 months. By applying our three pillars of performance
marketing, we:

Dropped blended CAC by 56.6% in month 1
Tripled new‐customer acquisition while cutting CAC
Hit a 1.2 LTGP :CAC ratio (30-day basis) in month 1
Boosted profit contribution 4.9× in 90 days
Grew new‐customer revenue +80% and improved Acquisition MER (aMER) 2.8×

Challenges

Unprofitable Acquisition
CAC exceeded first-order gross profit, eroding the P&L and stalling scale.
Data Ambiguity
No clear cohort/CAC payback analysis; attribution settings hid true incremental returns.
Inefficient Account Structure
Google retargeting campaigns and unfiltered Meta objectives wasted spend on non-incremental audiences.
Low Creative Impact
Sparse, undifferentiated ad tests yielded a sub-5% “high-performer” hit rate.

Solutions

Data Integrity & Assurance
- Built a cohort CAC vs first-order gross profit matrix to reveal true payback periods.
- Targeted a 30-day CAC payback, pinning blended-CAC at profitable levels.
- Measured new-customer revenue only, isolating incremental lift from existing-customer P&L props.
Technical Account Structure
- Google:
  - Turned off high-budget retargeting (Performance Max) that drove brand clicks, not new customers
  - Focused Shopping on cold audiences
- Meta:
  - Switched all ads to 7-day-click attribution only (dropped 1-day-view over-attribution)
  - Excluded existing customers & site visitors from cold campaigns
  - ebuilt for “creative test” campaigns → audience-agnostic Adv+ scaling → dedicated retargeting
Creative Velocity & Diversity
- Conducted historical creative audit, defining a ≥ 8% high-performer threshold.
- Increased systematic ad tests to 50+ unique creatives/month with clear concept-based grouping.
- Forecasted ad-volume vs revenue targets, ensuring each new asset delivered positive contribution profit.

🚀 Results

(First 90 Days)

Blended CAC by 56.6% in month 1
New-customer acquisition tripled while cutting CAC by ~55%
30-day LTGP:CAC ratio reached 1.2× in month 1
Profit contribution grew 4.9×
New-customer revenue up 80% and Acquisition MER improved 2.8×

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