A subscription-based wellness brand with strong traction in California wanted to expand nationally but faced rising CAC on Meta and uncertainty about which channels and regions to prioritize. Leadership debated whether to scale their existing channels or test new platforms. Some even considered pursuing retail partnerships.
Blended CAC had increased 41% year-over-year, LTV assumptions were based on Californian customer behavior. The team lacked data on regional willingness to pay for wellness subscriptions.
4 weeks to validate channel and geographic strategy with executable rollout plan.
Testro Strategy analyzed performance data across Meta, Google, TikTok and select influencer partnerships. We mapped regional wellness category penetration, competitive intensity and demographic alignment across 8 metro markets.
We identified TikTok as the strongest new channel (34% lower CAC than Meta with comparable LTV) and NYC/Chicago as priority expansion markets. Testro Strategy then built a phased rollout plan: scale TikTok in the existing Californian base, expand to NYC with adjusted messaging, then layer in retail partnerships for trial-to-subscription conversion.
//01
Blended CAC reduced by 22% by shifting 30% of budget from Meta to TikTok within 60 days.
//02
Achieved target customer acquisition at $68 CAC (vs. $85 budgeted), driven by wellness category density and stronger urban positioning.
//03
2 partnerships activated within 90 days, contributing 376 new subscriptions with 65% trial-to-subscription conversion (vs. 48% digital average).
//04
Expanded from single-state to 4-market presence, growing ARR by $1.2M in 6 months.
We identified TikTok as the strongest new channel (34% lower CAC than Meta with comparable LTV) and NYC/Chicago as priority expansion markets. Testro Strategy then built a phased rollout plan: scale TikTok in the existing Californian base, expand to NYC with adjusted messaging, then layer in retail partnerships for trial-to-subscription conversion.