Overview
EveryLife sells premium diapers and wipes on subscription, direct to consumer. It launched in 2023 with a product, a mission and no marketing engine. Connect Social ran the whole system: Meta and Google, Klaviyo email, Postscript SMS, the signup popup and a creator program. Over the engagement the brand did $8M in revenue, paid returned 3.4x blended, and email and SMS produced $3.5M of it.
Starting point
August 2023. Facebook was spending $50 a day and Google was a brand campaign. Email went out when there was something to announce and brought in a few thousand dollars a send. No SMS, no popup worth the name, and no attribution beyond what each platform claimed about itself. A subscription product lives on repeat orders, and nothing was built to drive them yet.
From $50 a day on Facebook to $1,000 a day in three weeks, at better than 4x blended.
EveryLife · Meta + GoogleWhat we built
Paid first. Facebook went from $50 a day to $985 a day in three weeks with blended ROAS above 4x, UGC video cut cost per purchase in half, and three to six new creatives a week fed the winners into Advantage+. Google got remarketing, Performance Max and a clean catalog feed. Then the owned channels: a full Klaviyo flow set built from scratch, including a three-week supply reminder that turns a first box into a subscription, a weekly campaign calendar, a popup that segmented by parent and child's age, and SMS launched on Postscript. Northbeam for attribution, Everflow for the ambassador program, and a written report every week.
Results
- $8.03M in total revenue over the engagement
- Paid: $421K in Meta and Google spend returned $1.43M, 3.4x blended (Meta 2.95x, Google 4.12x)
- Email: $2.91M in Klaviyo-attributed revenue, including $297K in April 2024 alone
- SMS: $565K in Postscript-attributed revenue, from a program that did not exist before October 2023
- Facebook spend scaled 20x in three weeks while blended ROAS held above 4x; UGC cut cost per purchase in half, to about $18
Total revenue, email revenue and SMS revenue are the engagement totals published on connectsocial.co. Paid spend, revenue and ROAS are summed from Connect Social's weekly reports to EveryLife, August 16, 2023 to May 14, 2024, Meta and Google Ads reported revenue. Email is Klaviyo-attributed, SMS is Postscript-attributed, campaigns and flows combined.
"We truly appreciated the alignment of our values, which created a strong partnership beyond just the everyday tasks. Your willingness to jump in and help wherever needed, at any time of day, was invaluable. We always knew we could count on your team for support. You helped us grow and scale our startup business very quickly, and for that, we are incredibly grateful!"
