Immy
-61%
reduction in CAC
320%
total Q4 revenue growth YoY
the challenge
A strong product held back by inefficient growth.
1
An unsustainably high CAC of $165 per new customer.
2
Marketing and messaging focused on science-heavy features rather than consumer benefits.
3
Lack of structure and discipline in media optimization.
4
No scalable approach for improving subscription conversion efficiency.
the philosophy
Flourish as a framework for sustainable performance.
Guided by the Flourish philosophy, Mass Culture focused on building the conditions for long-term efficiency and scalable growth. The goal was to develop a performance engine that could reduce costs, and increase recurring revenue.
the insight
Efficiency required structure, not just creative.
Immy did not have a demand problem. They had an operational and optimization problem. A more disciplined approach to Advantage+ and Performance Max would reduce wasted spend, align creative with conversion intent, and create a clearer path to profitable scale. By grounding decision-making in performance data, the brand could unlock efficient growth without sacrificing scientific credibility.
the strategy
A structured performance system built for efficiency and scale.
Mass Culture implemented a disciplined paid media strategy focused on optimizing channels and strengthening creative impact.
Advantage+ and Performance Max Optimization
Creative Testing and Scaling
Audience Refinement for Subscription Growth
the results
A profitable growth engine built on efficiency.
The new performance structure delivered immediate and meaningful impact.
PREV
YEAR
-61%
reduction in CAC
PREV
YEAR
+320%
total Q4 revenue growth YoY
The summary
Immy now has a disciplined performance foundation that connects product strength with profitable growth, setting the stage for long-term subscription expansion and efficient acquisition.
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