Client: RowYak

Category: Outdoor Recreation / Watercraft
Services Provided:

• Meta Ads Campaign to find PMF

• Creative & Messaging Testing

• High-Ticket CAC Optimization

The Challenge

RowYak had a category-defining product but no proven audience data — making every marketing dollar high risk. With a $2,000 AOV, the wrong targeting or messaging could lead to a fast budget burn without sales. The mission: validate demand, pinpoint the right buyers, and acquire customers at a sustainable CAC.

Our Approach

1. Audience Research & Buyer Profiling

• Built persona hypotheses: rowers, kayakers, adventure couples, premium outdoor buyers.

• Focused on 16 lake-dense U.S. states for highest adoption likelihood.

• Deployed layered Meta targeting (interest + lookalikes) to balance precision with scale.

2. Creative & Hook Testing

• Highlighted the unique face-to-face rowing experience and engineering.

• Split-tested lifestyle ads (emotional pull) vs. demo ads (technical proof).

• Leveraged pro-rower POV content to add credibility.

3. Full-Funnel Structure

• TOF: Broad + interest-based to build awareness.

• MOF: Retargeted engagers with testimonials + benefit-driven ads.

• BOF: Cart abandoners nudged with urgency + limited-availability offers.

4. CAC & AOV Alignment

• Optimized toward audience-creative pairs driving the highest profit per sale.

• Refined sequencing to shorten the buying cycle for high-intent segments.

Results (First 6 Weeks)

• Profitable CAC on a $2,000+ AOV product

• Clear audience insights: rowing enthusiasts & active couples converted strongest

• Winning creatives identified (intimacy + lifestyle > tech demos)

• Reduced wasted spend early, accelerating toward PMF

From Uncharted Waters to Profitable Demand

We didn’t chase the cheapest clicks — we chased the right buyers. By focusing on audience validation before scale and optimizing for profit instead of vanity metrics, RowYak now has a clear, data-backed growth path with messaging that resonates with its premium market.