Naked Tallow had strong product-market fit and early traction, but was constrained by scale and acquisition inefficiencies. Their growth needed to break out of early constraints without destroying profitability. The core challenge: deploy paid social (especially Meta, Google) as a growth engine while maintaining ROAS, controlling CAC, and preserving brand integrity.

As CACHIA grew, the cost of acquiring and retaining customers increased significantly. Their marketing was siloed - each channel was being optimised in isolation, creating a fragmented customer journey. They needed a strategy that reduced friction, improved retention, and supported profitable growth.