Sip Tequila's Success With Regis Social Media
Lowering acquisition cost for a premium online tequila marketplace while growing new-customer volume across Meta and Google.
Here's what we did
Restructured the Meta account at kickoff: click-only attribution, new-customer exclusions, the Engraving Collection catalog as the evergreen workhorse, and a shift from cost caps to a MinROAS “best of” campaign plus a Best Performers isolation campaign.
Built a weekly creative engine around employee-generated content (order packing, engraving, “most packed bottle of the week”, Membership) and UGC, tested hook variants against account-average thumbstop and CTR, and scaled winners into evergreen.
Ran a 12-month customer cohort analysis. Roughly half of each monthly cohort’s size came back as repeat orders within a year, concentrated in months one to three, which set the new-customer CAC ceiling and backed the Membership and gifting creative push.
Managed Google alongside Meta, moving Google to new-customer-only bidding (no brand terms) while holding 6×+ in-platform ROAS.