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Reduced CAC by 77% in under 5 months.
Achieved alongside 15x subscriber growth over the same period.
About the project
LEO started with a phenomenal brand, but lacked a system to turn that into growth.
LEO had a phenomenal brand, but lacked the direct response and retargeting systems to turn that into scalable growth.
We came in and built exactly that.
Challanges
LEO launched into men’s hair loss, a part of the telehealth market dominated by a handful of giants.
For a new brand, outspending them was never an option.
What LEO did have was something none of them could buy: 40 years of hair loss expertise in a father and son team, and the Scalp Roller, a precision applicator built for the scalp rather than a generic spray. The challenge was making that difference land in a market where every brand sells the same medicine, every claim has already been made, and every ad looks and sounds the same.
The goal was to position LEO as the specialist in men’s hair loss, not another telehealth brand, and build a subscription engine that could compete with the giants without matching their spend.
Here’s exactly how we did it.
Brand positioning as the men’s hair loss specialist
ICP-led funnel strategy built around the real men behind the category
Dedicated creative, messaging and copy for every ICP
Specialism-led competitive creative against the generalist platforms
Founder-led creative built around a father and son story
Full Meta Ads strategy and creative system
Implemented UGC creator programme across real customer use cases
Mechanism-led messaging around the Scalp Roller
Shopify storefront development and conversion optimisation
Structured creative testing and weekly iteration
Summary
We turned focus into LEO’s biggest weapon. Hair is the only thing LEO does, so we made that the story.
From there we went deep on the customer. We broke the market down into the distinct men who actually buy hair loss treatment. Every ad speaks to one man, one problem and one reason to choose LEO.
The result is a specialist brand holding its own against the category’s biggest players, with a scalable subscription engine behind it.
Subscriptions & Growth
15x growth in active subscribers
9.33x increase in monthly recurring revenue
Paid Media
164.7% increase in Meta-attributed revenue
77.3% reduction in cost per acquisition since launch
59.0% increase in Meta ROAS from month one to current
Brand & Positioning
Positioned as the men’s hair loss specialist in a market of telehealth giants
LEO wins on delivery, specialism and support, not on medicine everyone sells
Founder-led origin story built across ads, site and creative
The Scalp Roller established as the core point of difference
Creative & Acquisition
Full-funnel creative system from first touch to subscription, mapped to each ICP
Specialism-led creative showing how far the generalists have drifted from hair
Hook-first testing framework to find which problem each audience responds to, then refine the resolution
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