THE QUARTER IN ONE LINE
Cold brew carried the quarter — paid social did not earn its budget.
REVENUE
$4.2M
+18% QoQ
BLENDED CAC
$38
−12% QoQ
BLENDED ROAS
3.4×
+0.6 vs Q1
CAMPAIGN SCOREBOARD
Four campaigns, one clear winner
CAMPAIGN
SPEND
REACH
CONV.
ROAS
Cold Brew SeasonWINNER
$410K
6.2M
4.8%
5.1×
Origin Stories
$290K
3.1M
3.2%
3.6×
First Sip · welcome flow
$150K
1.4M
2.9%
2.8×
Weekend Roast · paid social
$370K
4.5M
1.1%
1.4×
WINNER DEEP-DIVE · COLD BREW SEASON
5.1×
RETURN ON AD SPEND
A seasonal launch, told as a product story — not a promotion.
Q1
Q2
Sessions1.9M → 2.6M
Carts148K → 262K
Orders51K → 125K
THE UNDERPERFORMER · WEEKEND ROAST
1.4×
ROAS · TARGET WAS 3.0×
Broad prospecting audiences and a single creative set. Performance held for four weeks, then declined every week after.
WEEKLY ROAS · 13 WEEKS
target 3.0×
Lesson: creative fatigues in five weeks — rotate before it does.
CHANNEL MIX
Spend leaned paid; returns leaned owned
$1.22M
SPEND
CHANNELSPEND → REVENUE SHARE
Paid social38% → 24%
Email & CRM22% → 34%
Search18% → 26%
Organic & content22% → 16%
Bars: revenue per dollar of spend, indexed.
LEARNINGS
01
Product moments beat evergreen promotion.
02
Creative fatigues in five weeks — rotate sooner.
03
Owned channels return more per dollar than paid.
Q3 PLAN
Three bets, three numbers
BET 01
Single-origin subscription push
2,500
new subscribers
BET 02
Cold brew retention flow
35%
repeat rate, from 28%
BET 03
Paid social, rebuilt on retargeting
≥2.5×
ROAS floor
NORDWIND