Unhide

Overview

From plateau to growth engine: cutting CAC -27% while growing revenue +144% YoY

As Unhide’s outsourced CMO and full-stack marketing team, Fat Earth delivered end-to-end growth services—across Meta, Google, TikTok, Lifecycle, and Creative. We engineered a scalable, emotionally resonant marketing system that transformed Unhide from a seasonal darling into a performance-driven DTC mainstay.

The Strategy

Unhide’s product was already beloved—luxurious faux fur blankets with a mission. But the marketing engine behind it lacked structure. Fat Earth stepped in as a full-stack growth partner, tasked with architecting a system that could scale without compromising brand ethos. We restructured Meta and Google campaigns, launched full-funnel strategies, and optimized toward ROAS with precision. On Lifecycle, we rebuilt core flows and added segmentation to boost retention. And through performance-driven creative, we translated Unhide’s emotional appeal into scalable results.

What Worked Well

A unified campaign architecture enabled a full-funnel, integrated strategy across Meta, Google, TikTok, and Lifecycle, ensuring efficiency and scale. The creative system was deliberately cohesive, with channel-agnostic assets designed to deliver both emotional resonance and measurable performance impact. At the same time, lifecycle flows became a key driver of growth—contributing more than 30% of revenue, boosting repeat purchase rates, and significantly increasing customer lifetime value.