Wednesday's Domaine: Crushing CAC, boosting D2C
CASE STUDY
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Services provided
Paid Social Strategy
Klayvio Email Marketing
Social Media Management
Paid Social Management
CRM & Web UX
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:
🍷 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
2026 Dry Jan Campaign
💸 Scaled spend to an all-time high, 110% MoM whilst maintaining CAC (not easy to do!)
📂 74 new ads launched by a fractional team
🎉 99% Revenue increase through paid ads MoM
😮 209% increase in revenue YoY
From the founder: "We ended January at £***,***.** with 3003 orders, a 50% MoM revenue increase and more than double Dry Jan 2025's revenue, so a huuuge well done everyone for a cracking Dry Jan!”
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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.