CAROL gained traction during the COVID fitness boom, but growth plateaued by mid-2021.
With no scalable paid social strategy in place, CAC was rising and creative performance was stagnating.
Over the past 5 years, we've acted as CAROL’s performance marketing partner — guiding strategy, shaping creative direction, and evolving the ad account structure in step with Meta platform changes and market dynamics.
1. Structured the ad account for learnings and scale
Rebuilt the Meta ad account to maximize incremental reach and conversion efficiency.
Designed a full-funnel campaign structure, adapted to the brand’s long sales cycle — top-of-funnel (lead gen, awareness) and middle and bottom-of-funnel (purchase) flows.
Tested multiple funnel paths, audience segments, and messaging angles — including workout efficiency, longevity/biohacking, and weight loss.
2. Built a scalable creative engine with always-on delivery
Designed a repeatable testing system across brand assets, creator content, whitelisted content, celebrity endorsements, and performance PR formats.
Developed an ongoing asset production loop — built around clear use cases, high-intent hooks, and top-performing angles.
Launched and optimized performance landing pages — with PR-style listicles consistently driving the highest conversion rates.
Partnered with a roster of US creators to build a sustained content pipeline — balancing brand storytelling with conversion-driven execution.
Static Ad Creatives
Video Ad Creatives
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Victoria Rusnac
CMO, Carol Bike
