Manuka Sees 32% Higher ROAS from New Customer Acquisition Campaigns

Manuka is a rapidly growing direct-to-consumer fashion brand specializing in minimalist, contemporary, modest wear. The digital-first retailer combines natural fabrics and earthy palettes with high-quality, comfortable designs at accessible prices—embodying “effortless elegance.”

Manuka was running successful retargeting campaigns with RTB House, delivering strong, stable results. They wanted to augment these efforts with innovative, full-funnel strategies that could drive traffic and unlock new revenue streams beyond their standard campaigns. The brand could then aim to create synergy between traffic, acquisition, and remarketing campaigns.

The challenge for RTB House was to create additional volume on top of our highly performant retargeting campaigns, increasing order count while optimizing return on ad spend (ROAS).

We identified the middle of the funnel as an ideal place to drive scale—onboarding new customers who had shown interest in the Manuka brand but had not made a purchase.

We launched a targeted acquisition campaign to drive more high-quality traffic to the sales funnel. The campaign targeted prospective buyers with dynamic product creatives that engaged users and highlighted the best features of the brand.

The strategy delivered immediate impact, and we then proved that we could scale up fast—delivering month-on-month growth in the new acquisition campaign.

We started strong; the uplift was the most compelling aspect. Early in the campaign, we increased month-on-month revenue from acquisition activities by 34.5% and order volume by 33.6%. Most importantly, these additional conversions came at the same overall budget but at an even better cost per conversion—this meant a 32% month-on-month increase in ROAS.

Acquisition campaigns are now an "always-on" part of Manuka’s strategy. They continuously contribute to Manuka’s overall revenue and have also positively affected the results of the existing retargeting campaigns.