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Wednesday's Domaine: Crushing CAC, boosting D2C

CASE STUDY

Wednesday's Domaine Logo whote

Services provided

Paid Social Strategy

Email Marketing

Customer Research

Web UX

Wednesday's Domaine founder with a glass of wine

The challenge

Caught between a discount & a hard place

Wednesday’s Domaine had seen strong Dry Jan results but these had been artificially inflated by discounts and seasonality. The real test came in February: how would performance hold without a sales crutch? 

 

We needed to keep acquisition cost-effective, unlock long term D2C growth and prove the proposition could fly without constantly leaning on offers. 

The fix

From guesswork to growth engine

We stripped back the sales messaging, ramped up the creative testing, and put our Progress Loops approach into full swing. That meant:

Wednesday's Domaine wine bottle
Wednesday's Domaine wine bottle
Wednesday's Domaine wine bottle
Wednesday's Domaine wine bottle

🍷 Doubling down on creative analysis to pinpoint top performers

🍷 Scaling Meta ads that tapped into calorie-conscious storytelling and indulgent rituals

🍷 Repurposing organic content to fuel paid

🍷 Introducing smarter segmentation and flow mapping in email

🍷 Launching quant and qual research to inform future website iterations

🍷 Running smart, real-time diagnostics on performance, adapting weekly

Crucially, we didn’t panic when CPA rose in the short term. We knew we were rebuilding a more sustainable baseline - and we backed it with data.

The impact

Hard numbers. Real momentum

📉 CAC dropped 49% from peak Jan levels


📈 Revenue up 10.5% in Feb with no major discounts


💰 AOV hit £41.71 (up 19% MoM)


👩‍💻 85% of sales came from one highly engaged consumer group, unlocking sharper targeting


🔥 Best-performing ads were repurposed organic - proof that the product and brand were resonating

We built a content engine that performs under pressure. Not just one that rides the Dry Jan wave.

Wednesday's Domaine wine bottles and rose

Why it matters

CAC slashed. Confidence restored

This isn’t a tale of hacking metrics for a month. It’s the story of building a growth system that delivers, even without a promotional crutch. And that’s exactly what scale-up brands need: performance that lasts longer than a flash sale.

Ready for us to hack your brand next?

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