HOW COWSHED ACHIEVED A 71% YOY NET REVENUE UPLIFT WHILE BUILDING A MORE RESILIENT, BRAND-LED ENGINE

When we began working together, Cowshed faced an all too familiar question in DTC: how do we scale efficiently while protecting premium perception?

Retail competition limited visibility within Shopping. Lower-AOV products made acquisition harder to sustain at scale. And we needed to sell through high numbers of Advent calendars and seasonal products.

The opportunity was clear: build a more resilient acquisition engine driven by stronger creative, improved channel structure, and a greater focus on premium sets and new customer value.

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CREATIVE STRATEGY & EXECUTION

Creative became the primary performance lever.

We significantly scaled output across static, UGC and high-production formats, increasing creative volume, diversity, and improving signal quality - creative delivery exceeded agreed outputs by 23.9%

Unboxing and gifting-led content emerged as standout growth drivers, particularly across Advent and premium sets.

Cowshed sells a sensory product, so we needed to adopt sensory storytelling methods. Think ASMR, fragrance cues and at-home ritual moments that allowed Cowshed to express premium value beyond product features.

We identified that high-AOV bundles and gifting sets were significantly more scalable acquisition vehicles than lower-priced single products. Creative and prospecting needed to be anchored around premium sets to support stronger revenue per acquisition.

Rather than launching disconnected concepts, we iterated on proven frameworks - unboxing, testimonials, native statics and lifestyle-led storytelling - focusing on scaling what worked.

Creative played a central role in demand generation.

META ADS MANAGEMENT

From September onwards, paid acquisition marked a clear step-change in performance.

Over 50% of 2025’s new customers were acquired in Q4 alone, demonstrating the ability to scale volume without losing acquisition control.

Partnership Ads emerged as an efficient incremental lever, delivering purchases at a lower CPA than the account average and validating creator-led formats as a scalable acquisition strategy.

Catalogue ads were used to unlock upper-funnel discovery and assist value, widening the new customer pool.

Throughout Q4, blended NC-CPA remained below the target range despite aggressive scaling and an increase in platform costs associated with Q4.

GOOGLE ADS

On Google, our mission was clear: scale non-brand demand efficiently.

By improving prospecting structure, audience segmentation and creative testing, non-brand blended revenue increased by +914%, new customer value on non-brand campaigns increased by +3014%, with new customer ROAS up +219% and NCPA down -77%.

We treated Search and Shopping as high-intent demand capture channels, refining the structure to prioritise hero and higher-value SKUs to improve efficiency and protect premium positioning.

This channel-level optimisation allowed Google to act as a profit stabiliser while Meta drove scaled demand creation.

By December, Cowshed had delivered its biggest quarter to date.

Q4 generated +48% YoY total sales growth. The brand also recorded its biggest single sales day to date.

Across the year, net revenue increased +71% YoY, with new customer revenue up +30% YoY.

New customer orders were up 20% in 2025, with over half acquired in Q4 alone.

AOV increased +17% YoY in Q4, reflecting the strategic pivot toward higher-value sets and bundles.

Despite aggressive scaling, the blended new customer CPA remained within our target range.

These results weren’t driven by channel hacks or short-term tactics. It was built on stronger creative systems, improved acquisition structure, premium-focused merchandising, and a clearer shift toward brand-led demand.