The full-funnel revolution
Prose reached unprecedented spend levels in “off-peak” months while maintaining profitability.
Deliverables
1,000+
Full-funnel creatives
6
Featured ads
All
Funnel stages
Personalized Hair & Body Care
The brand
Prose makes custom, made-to-order hair and body care, formulated for every individual. After years of fast growth, the brand reached EBITDA profitability in 2024 — and set its sights on scaling further without sacrificing efficiency.
The challenge
Growth at a crossroads. Prose’s entire Meta account leveraged a 1-day click conversion objective, limiting access to the full customer journey.
With ambitious growth targets, they needed proof that upper-funnel investments would drive bottom-line results.
Key constraints
1-day click conversion only
The entire Meta account optimized to a 1-day click window, hiding the rest of the customer journey.
Limited full-funnel creatives
Without upper-funnel creative, there was no engine to seed awareness and consideration.
Missing out on upper-funnel ROI
Business-building investment couldn't be justified without proof it drove bottom-line results.
The objective
Full-funnel transformation
Transform Prose from a last-click conversion focus to a true full-funnel approach — implementing multi-cell lift to prove the value of pairing media buying strategies with strong, diversified creative, without sacrificing measurable ROI.
Prove the top of funnel pays off
Demonstrate that upper-funnel investment drives bottom-line value, not just impressions.
Build a sustainable pipeline
Create a durable customer pipeline fed by multi-objective campaigns across the funnel.
Optimize every stage
Deliver full-funnel optimized creatives tuned to each stage of the customer journey.
The approach
30-day Meta lift test
In partnership with Prose, we developed a 30-day Meta Lift Test comparing business-as-usual (BAU) versus a full-funnel strategy.
Split traffic
Divided traffic 50/50 between BOF and TOF attribution settings to create a clean head-to-head.
Aligned creative
Ran identical creative across all funnel stages so media strategy was the only variable.
Measure lift
Measured incremental lift and cross-campaign influence over the full 30-day window.
Campaign partners: TubeScience (Meta Business Partner) · Prose
The breakthrough
The “Payday Moment”
For the first half of the test, bottom-of-funnel held its lead. Then the full-funnel cell took over — and never looked back.
60%
Better efficiency
Day 15 marked when awareness campaign viewers completed their journey through consideration to conversion, proving our multi-objective strategy was building a sustainable customer pipeline.
The results
Breaking seasonality, driving efficiency — CAC improved despite a 29% increase in Meta spend, consistently out-pacing peak January levels.
61%
Full-funnel outperformance vs. bottom-of-funnel
+29%
Increase in scale — a seasonality breaker
-7%
CAC improvement despite higher spend
+48%
Spend shifted to awareness or consideration
Diversified concepts
Fully developed by TubeScience Studios
A diversified slate of full-funnel creative — speaking to every audience and every stage of the journey.
Key takeaway
Full-funnel strategies don’t just work — they accelerate.
The Meta Lift test validated that the full-funnel approach out-performed bottom-of-funnel by 61%. Multi-objective buying strategies were quickly deployed and helped increase new customer volume while improving cost per purchase in a traditionally slow season.
1,000+ full-funnel creatives produced · 6 featured ads · All stages of the customer journey
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