MyCoolman
Multi-Channel Momentum
MyCoolman, a brand known for its rugged portable coolers, wanted to diversify its acquisition strategy beyond Google and tap into the potential of Meta advertising. Relying too heavily on Google had limited their reach, capping both scalability and long-term growth.
Our objective was to build a high-performing, conversion-focused system on Meta that could attract new customers, lower acquisition costs, and complement their existing Google performance. By introducing full-funnel Meta campaigns and optimised creative, we unlocked new audience segments and created a more balanced, scalable growth engine for the brand.
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Project Goals Diversify acquisition channels by building a scalable Meta advertising engine.
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What We Did We modernised creative, rapidly tested audiences, and used broad targeting with refined ads to profitably scale Meta performance beyond core outdoor audiences.
Our Brief
When we took over the MyCoolman account, growth was almost entirely dependent on Google—a channel great for capturing high-intent traffic, but limited in reaching new audiences. Without a strong Meta presence, the brand was missing out on scalable cold acquisition and broader awareness.
To solve this, we introduced a performance-driven Meta strategy built on UGC and edutainment-style video creative that showcased the product in action—filling a major gap in their digital approach. We tested new creative angles beyond the usual campers and fishers, expanding reach into untapped segments. By combining broad targeting with tightly controlled creative, and leveraging infomercial-style formats that resonate in the outdoor space, we built a funnel that drove new customers at scale and strengthened MyCoolman’s digital footprint far beyond search.
Our Strategy
We built a Meta-native acquisition funnel from scratch -focusing on broad targeting, high-impact creative, and aggressive testing. By blending UGC with infomercial-style formats, we captured untapped demand, drove efficient scale, and established a new profit centre beyond Google.
The Challenges
One of the biggest early challenges was a significant creative deficit—the brand’s Meta presence lacked the high-quality, engaging content needed to capture attention and drive conversions.
Without compelling visuals or video, the ads struggled to compete in a crowded feed. On top of that, there was limited historical data on Meta, making it difficult to optimise campaigns in the early stages. We had to build both the creative and data foundation from the ground up to unlock performance.
The Result
By rebuilding the creative strategy, optimising audience targeting, and leveraging data-driven testing, MyCoolman successfully transitioned into a multi-platform acquisition powerhouse. The shift from Google reliance to a balanced, scalable Meta strategy opened the doors to long-term, sustainable growth.
- 12.7x
- Avg ROAS Across Meta (12-months)
- 120%
- Increase in Meta Ad Budget Over 12 Months
- 38%
- Reduction in CPA
- 17%
- Increase in repeat customer rate
