Data Mind MediaThe brand couldn’t advertise.
Meta wouldn’t approve the ad account. The site was full of medical and disease claims, exactly what Meta’s review flags.
Case study · Sequoia Soothe
Sequoia Soothe had never run an ad. +154% daily revenue in 3 months.
Meta wouldn’t approve Sequoia Soothe’s ad account because of health claims on its site. We rewrote the site for Meta’s review, put founder and registered dietitian Molly Pelletier at the center of the ads and launched a 3-month subscription. September was the best month in the store’s history.
+168%
New customers per day
+1,792
New subscriptions
4.8x
Revenue per ad dollar
- Client
- Sequoia Soothe, a DTC supplement brand
- Founder
- Molly Pelletier, MS, RD, LDN
- Platforms
- Meta, Google, Klaviyo, Shopify, Appstle
01Before
Where it started
Our June audit found three things holding the store back.
“In just three months, my business was doing over six figures in revenue per month.”
First orders were too small.
New customers had no 3-month option, and from April to June only 3.7% of first orders had three or more bottles. That limited how much the store could spend to win each new customer.
Email was barely selling.
It drove under 1% of sales, and the automated flows were missing 16 emails across five sequences.
What we built
- July
Rebuilt the site for Meta’s review
We rewrote the health claims in structure-function language and moved the store to a compliant theme by July 28. Ads have run every day since launch.
- July 18
Launched a 3-month plan
Three bottles at 30% off every delivery, featured as the best value in a new product-page buy box.
- August 3
Built Meta around Molly
Molly is the face of the brand, so we put her in the ads. We ran her Instagram videos from her own account, bid with cost caps and tracked purchases server-side.
- September
Rebuilt email and tracking
We launched 14 automated emails, added Google brand search and built a live dashboard that credits every order to one channel.
The ads
Top-performing creative
Our eight biggest ads by spend were all videos of Molly. These are six-second cuts from three of them. Swipe for all three.
The results
New customers per day, compared with May and June
- 1We start, July 1
- 23-month plan launches, July 18
- 3Meta ads go live, August 3
| Metric | JulyJul | AugustAug | SeptemberSep |
|---|---|---|---|
| Revenue per day | +13% | +84% | +154% |
| New customers per day | +2% | +89% | +168% |
| Open subscriptions | +20% | +71% | +135% |
Each month is compared with May 2 to June 30, before we started. July was setup: the compliance rebuild and the new offer. Meta ads launched August 3.
What I valued most was how he works. Every number traced back to its source. He told me what didn’t work as clearly as what did, and every test came with a lesson we could use.Molly Pelletier, MS, RD, LDN
Founder of FLORA & Sequoia Soothe
Our strategy
Make the founder the ad
Molly is a registered dietitian who formulated the product herself. We built the account around her on camera and ran her videos head to head against static ads.
47%lower cost per purchase than static ads
Lead with a 3-month plan
A bigger first order raises what you can afford to pay for each new customer. We made the 3-month plan the best price per bottle and built the new buy box around it.
3xfirst orders with 3+ bottles, from 3.7% to 11%
Lift the conversion rate
When more clicks turn into orders, every ad gets cheaper. We tested pages against each other on the same ads and put the budget behind the winner.
20%lower cost per purchase on the winning page
If you’re a founder-led brand looking for someone who thinks like an owner and reports like an analyst, hire him.Molly Pelletier
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