Scaling Authenticity through Full-Funnel Meta Orchestration
Result:
Incremental ROAS
0
x
Reduction in Blended CAC
-
0
%
Surge in Top-of-Funnel (ToF) Clicks
+
0
%
Lift in Average Transaction Value (ATV)
+
0
%
Problem Statement
Before Spokes Digital’s intervention, Wholesome faced a plateau common to brands that rely on “legacy” social tactics. The core challenges included:
Creative Fatigue & Static Assets
The account was overly reliant on high-production static imagery that failed to stop the scroll in a TikTok-fied Meta environment.
The "Attribution Gap"
Post-iOS14.5, the brand was struggling to accurately value their Meta spend, leading to under-investment in winning campaigns and over-spending on "lookback" winners.
Inefficient Audience Fragmentation
Too many small ad sets with overlapping audiences (Interests vs. Lookalikes) were causing internal bidding wars, driving up CPMs and hurting the algorithm’s learning phase.
Bottlenecked Scaling
Every attempt to increase daily spend resulted in a proportional collapse in ROAS, indicating a lack of "creative endurance."
Spokes Solutions
To break the ceiling, we deployed a “Scientific Scaling” framework designed to feed the Meta algorithm exactly what it needs: Data, Creative Variety, and Simplified Structure.
We migrated the account to a "Power 5" inspired structure, collapsing fragmented ad sets into broad-targeting campaigns. This allowed the algorithm to exit the "Learning Phase" faster and stabilize performance at higher spend levels.
We moved away from "Perfect" to "Proven." We established a rapid testing cycle for User-Generated Content (UGC), focusing on "Problem/Solution" hooks and "Aesthetic Proof" to build immediate trust with cold audiences. *
Leveraged Meta’s AI-driven Advantage+ Shopping Campaigns (ASC) to automatically find the highest-intent shoppers across the entire Meta network, significantly reducing manual maintenance.
We didn't just stop at the first sale. We utilized "Collection Ads" and custom "Instant Experiences" to tell the Wholesome brand story, while DPA (Dynamic Product Ads) reminded abandoned carts of exactly what they missed.
We implemented a "Blended ROAS" view, looking at the total business impact (MER - Marketing Efficiency Ratio) to ensure that Meta spend was driving bottom-line profit, not just "platform-reported" vanity metrics.
