The brief

Verita came in with the classic D2C apparel problem: rising CAC, falling repeat rates, and a Meta programme they were certain was the issue. They wanted us to “diversify channels” — code for “find us a cheaper acquisition channel.”

The diagnosis

The channel mix wasn’t the problem. The creative testing programme was. Verita ran roughly four creative variants per month against the same audience, and called it testing. We mapped six months of their reporting and found that no creative had ever been retired before fatigue — winners kept running until they died, losers were paused before they had statistical significance, and the brand was effectively running the same playbook on autopilot.

The approach

We rebuilt the creative testing programme from the ground up. Sixteen creative concepts per month, structured testing matrix, statistical thresholds for promotion and retirement. We did not change the channel mix. We did not “diversify.” We just made the existing channel work properly.

The outcome

Customer acquisition cost: -41%
Blended ROAS: 2.4× to 4.1×
Creative production cost: +22% (more creatives, slightly higher cost)
Net contribution margin: +37%

“We were sure the problem was Meta. Lumos told us, politely, that the problem was how we were using Meta. That distinction made a 41% difference.”

— Pia Lindstrom, Co-founder, Verita Apparel

Surfaces involved: Paid (primary), Optimisation (landing pages for top creatives)