Mo Bros, a family-owned male grooming and beard care brand based in Leicester, United Kingdom and known for its appearance on Dragon's Den. Our client set ambitious goals for Q4; to beat previous peak season performance without increasing brand campaign spend.
With a crowded market, rising CPCs, and the pressure to maintain ROAS, the team leveraged past consumer data to build a smarter, more efficient strategy.
The Challenge
Mo Bros needed to scale Q4 performance without being reliant on branded spend, all while navigating rising costs and industry competition. Three key challenges stood out:
- A Crowded Market - Competing against legacy and emerging brands in a saturated space
- Cost Pressures - Rising CPCs, up 22% YoY, threatened efficiency
- Seasonal Timing - Maximising Q4 impact based on shifting consumer behaviour
Our Approach
We focused on reaching new, high-intent customers by shifting budget toward non-branded campaigns and targeting users actively searching for grooming and gifting solutions. Keyword and audience research helped us identify intent-rich search behaviours within the male grooming space.
Seasonal campaigns were crafted around Q4 purchase trends, featuring timely offers and tailored messaging. A 77/23 non-brand to brand split allowed us to maximise reach while maintaining a branded presence for returning customers.
The Results
- Achieved +69% revenue growth YoY in Q4 without increasing brand campaign investment
- Improved ROAS by +4.17% YoY despite industry-wide CPC inflation
- Increased AOV by +14.67%, indicating effective upselling and high-value product sales
- Maintained efficiency while scaling spend and reach
Conclusion
This case study demonstrates how smart planning, audience-focused targeting, and seasonal alignment can deliver exceptional results without relying on brand spend.
By focusing on high-intent traffic and reallocating budget strategically, Mo Bros drove substantial growth and efficiency in one of the most competitive retail periods of the year.
