Chai Ghai: 12.6x ROAS for a Vancouver DTC Tea Brand
Paid social plus a 200-strong micro-influencer engine drove 12.6x ROAS, +56% AOV, and +30% checkout conversion.
Services:
Ad Design & Paid Social
Industry:
DTC food & beverage (tea & cafe)
Timeline
May 2021 to February 2024
Snapshot
12.6x — ROAS
+56% — AOV
+30% — checkout conversion
The challenge
A Vancouver DTC tea and cafe brand needed high-ROAS paid social on a small budget, plus a full-funnel system behind it.
What I did
As fractional CMO, own strategy and execution across paid social, lifecycle, and influencer, so the ad spend sat inside a system rather than running alone.
The work
Meta Ads wired to Shopify and Klaviyo; a 200+ micro-influencer network with dynamic audience segmentation; a QR-code review reward with Zapier and ChatGPT response agents; and monthly content calendars produced across the Adobe suite and Canva.
Stack: Meta Ads, Shopify, Klaviyo, Make.com, Trello, Zapier, ChatGPT, Adobe suite, Canva
Return: 12.6x ROAS
Basket: +56% AOV, +30% checkout conversion
Owned audience: +66% Instagram, 2,000+ email subs via a Daily Hive partnership, 100+ Google reviews at 4.7 stars
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