How We Reduced CAC by 60% Using Multi-Channel Performance Strategy

When most brands say they’re “performance-first,” they usually mean more ads = more leads.

But here’s the truth: scaling acquisition isn’t about spending more—it’s about spending right.

At The Brisk, we’ve always believed performance is a science of decisions. This case study outlines how we helped an emerging direct-to-consumer brand slash CAC by 60%—not with bigger budgets, but with a smarter, calibrated multi-channel strategy rooted in media mix modeling.

Let’s break down the real-world challenge, the framework we deployed, and the measurable impact that followed.

The Problem: Rising CAC, Stagnant Conversions

Our client: A high-growth skincare D2C brand targeting urban millennials across India.

The context:

• 3 hero products across hair fall and acne categories
  
• Performance heavily reliant on Meta Ads
  
• Avg. CAC in Q1 2024: ₹1,258
  
• ROAS declining month-over-month
  

The signs of media fatigue:

• Frequency on Meta: 8.4+
  
• CTRs dropped below 0.7%
  
• Retargeting audiences saturated
  
• AOV flatlined despite product bundling
  

Despite a healthy ad spend (~₹15L/month), conversions weren’t scaling and CAC was climbing. They were stuck in the Meta-Google loop—and bleeding efficiency.

🧠 Our Strategy: Build a Multi-Channel Engine with Data-Led Media Mix

We didn’t just shift platforms—we rewired the strategy from ground up using three guiding pillars:

1. 🔍 Diagnose: Channel Contribution via Media Mix Modeling (MMM)

Goal: Understand which channel actually drives revenue (not just leads).

We ran a 6-month regression-based MMM using:

• Spend across channels (Meta, Google, YouTube, Email, Influencers, Retargeting)
  
• Assisted conversion paths (via GA4 + post-purchase surveys)
  
• Time-lag attribution (first-click vs last-click vs linear)
  

📊 Finding:

Meta and Google were over-attributed.
Influencers + Email + Organic combined drove 38% of bottom-funnel conversions, yet got only 12% of spend.

2. 🚀 Reallocate: Precision Budgeting Based on Funnel Impact

We built a new media mix model segmented by funnel stages:

We moved aggressively into:

• Influencer micro-campaigns (₹5–10K budgets, niche creators)
  
• YouTube video explainers with clear CTAs
  
• Email remarketing based on viewed products and quiz funnels
  

💡 Insight: The more channels working in harmony, the more efficient each one becomes.

3. 🧪 Optimize: Automated Testing + Cross-Channel Sync

We deployed channel-specific creative frameworks, each tested weekly:

We also built first-party retargeting segments using:

• PDP viewed time > 20s
  
• Quiz completed but no purchase
  
• Email click but abandoned checkout
  

All retargeting across Meta, Google, and email used coordinated offers + urgency.

The Results: 60% CAC Reduction in 90 Days

Let’s get into the numbers.

Campaign Highlights:

• 🎯 Meta CAC dropped from ₹980 to ₹620 after removing overlap and creative fatigue
  
• 🧪 YouTube Retargeting with 30s “how to use” videos increased CTR by 62%
  
• ✉️ Email open rates rose to 41% after segmenting based on quiz outcomes
  
• 🎥 Micro-Influencer campaigns delivered 5x ROI with cost <₹8K per creator
  

🔁 What We Learned: The Playbook for Scalable CAC Control

1. Media Mix Modeling is Non-Negotiable
   
   
   If you’re optimizing on what Google and Meta tell you is working, you’re being misled.
   
   
2. Full-Funnel Mapping = Efficient Scaling
   
   
   Don’t spend ₹15L on TOFU and expect your BOFU to convert magically.
   
   
3. Creative Differentiation per Channel Matters
   
   
   YouTube ≠ Instagram ≠ Email. Repurposing is not a strategy—customizing is.
   
   
4. First-Party Data Is Your Goldmine
   
   
   Email, quizzes, product views, add-to-carts—build your retargeting stack here.
   
   
5. Collaboration Beats Channel Siloing
   
   
   A channel team that works together (creative, paid, automation) scales faster with lower CAC.
   
   

💡 Final Thought: Reducing CAC is Not a Hack. It’s a System.

You don’t reduce CAC by turning off platforms.

You reduce CAC by building a media engine that self-optimizes—across channels, funnel stages, and data inputs.

At The Brisk, this is our standard—not our success story. Our media mix strategy, creative analytics, and funnel-specific attribution help our partners scale with sanity.

Ready to Diagnose and Fix Your Rising CAC?

Let’s run a free media mix audit for your business—no fluff, just insight.

📩 [Request Your CAC Report →]