Ambitious DTC Brands
Ready to Ignite Your Performance?
Apply for a consultation and see how we can fuel your success.
.svg)
Background
Since 2008, Body Helix has been a leader in high-quality compression products for athletes. While their gear was well-regarded, paid advertising struggled to scale profitably, with previous agencies applying broad, one-size-fits-all marketing strategies that failed to resonate with their niche audience.
In early 2023, Body Helix faced an even bigger challenge: expanding into the highly competitive pickleball market with a new line of premium paddles and accessories. This shift required a fresh go-to-market strategy, audience positioning, and more efficient ad spend to ensure a profitable entry into a new category.
The Challenge
- Launch a new vertical while maintaining the profitability of their core compression business.
- Develop targeted creative and messaging to connect with pickleball players.
- Improve ad efficiency, keeping CAC sustainable in a competitive landscape.
- Ensure paid media spend drove profitable acquisition, not just brand awareness.
The Solution
Segmented Audience Targeting & Positioning
- Built separate campaigns for existing Body Helix customers and new pickleball buyers.
- Refined messaging to highlight performance benefits specific to pickleball athletes.
Multi-Channel Paid Media Strategy
- Meta Ads for awareness and demand generation, educating players on the benefits of Body Helix paddles.
- Google Ads for high-intent demand capture, ensuring players actively searching for pickleball paddles found Body Helix first.
Performance-Driven Scaling
- Validated demand through structured creative and audience testing before increasing ad spend.
- Scaled budgets efficiently, ensuring CAC remained profitable as spend grew.
- Leveraged real-time campaign data to optimize bid strategies and maximize ad efficiency.
The Results
By Q4 of 2023, Body Helix had successfully expanded into pickleball while scaling their core business. By Q1 of 2024, the impact was clear:
- Sales doubled, achieving 105% year-over-year growth.
- Pickleball product line gained traction, generating incremental revenue alongside compression products.
- Paid media scaled efficiently, maintaining CAC while increasing reach.
Sales Growth
105%
Timeframe
1 Year
What Body Helix Had To Say About Working With Vulcan
“Our sales have just skyrocketed. Tom Parker (CEO) found you and we thank him every day for that!”
Joann Nicodemus
Partner, Body Helix
