MYINTENT CASE STUDY · MISSION-DRIVEN ACCESSORIES
How MyIntent scaled mission-driven jewelry with viral video, celebrity hype and Facebook ads
7M+ video views80% rev via Meta adsCelebrity-driven scale
MyIntent is a mission-driven DTC accessories brand making meaningful word-engraved bracelets and jewelry. Top Growth Marketing partnered with MyIntent to scale paid social — leveraging celebrity hype, dynamic product ads, and Facebook retargeting. One video ad hit 7M+ views, and after just 30 days FB ads were driving 80% of MyIntent's revenue.
RESULTS
MyIntent performance — at-scale
Four representative wins from our MyIntent account. Each card is the actual stat graphic we built with the brand.
5x ROAS growth in the first 4 months.
Improving ad account structure, targeting and introducing whitelisting allowed us to increase NC-ROAS while decreasing CPC, CPM and wasted ad spend.
Free 30-min audit. No pitch. No pressure.
PERFORMANCE — MYINTENT
Compounding growth, not a one-quarter spike
YOY REV LIFT
+363%
Blended Meta + Google, holding efficiency while scaling spend
BLENDED NC-ROAS
3–5×
Consistent NC-CPA and ROAS range at scale across all channels
ENGAGEMENT
Multi-year
Active retainer for 43+ months — deep collab across all marketing efforts.
Want to see the full case studies and flow breakdowns? Book a 30-minute audit call.
WHAT UNLOCKED MYINTENT'S VIRAL FACEBOOK GROWTH
What separates compounding-growth brands like MyIntent from stuck ones — side by side
MyIntent has been a TGM partner since 2018 brands, a pattern repeats. Brands that hit compounding growth share specific operational, financial and mindset traits — and the ones that stay stuck share the opposite. Here's the 9-point playbook we use to diagnose a new brand before we start spending a dollar.
| Trait | Compounding-growth brands like MyIntent | Stuck DTC brands |
|---|---|---|
| Margins | ✅ Track true contribution margin & MER. | ⚠️ Optimise to platform ROAS only. |
| Creative | ✅ 6–8 quality hook concepts/month. | ⚠️ Same 2–3 ads on rotation for months. |
| Tracking | ✅ Server-side + CAPI + view-through stitched. | ⚠️ iOS-blind. Pixel only. |
| Email/SMS | ✅ 9+ behavioural flows + 1-2× weekly campaigns. | ⚠️ Welcome flow only. Batch-and-blast. |
| Offers | ✅ Bundles, subscribe-and-save, GWP that seeds UGC. | ⚠️ Single SKU. Sitewide 15% off when sales dip. |
| Retention | ✅ LTV ≥ 6× CAC. Upgrade + winback ads. | ⚠️ CAC ≈ AOV. Reorder rate single digits. |
| Finance ops | ✅ Live reporting + ad-level and hook performance. | ⚠️ Monthly report. ROAS goal is a gut number. |
| Team | ✅ Growth lead + creative + ads — one pod. | ⚠️ One generalist juggling everything. |
| Mindset | ✅ Brand and direct-response — paid, owned, earned linked. | ⚠️ Brand vs DR treated as enemies. |
If more than half of the right-column traits sound familiar — that's our bread and butter. Book a 30-minute audit and we'll show you the 3 unlocks that move a brand out of the stuck column fastest.
Want results like these for your brand?
Book a 15-min growth audit. We'll map the levers, the channels, and the near-term wins.
THE CHALLENGES
What MyIntent's growth tells us about high-ticket DTC
Mission-driven brand storytelling
MyIntent isn't just selling jewelry — it's selling personal meaning. Each bracelet has a custom-engraved word/intention. Generic DTC ad templates fall flat for mission-driven brands. Creative has to capture the emotional + spiritual hook in 3 seconds.
Celebrity hype + influencer windows
MyIntent accounts span beauty, supplement, beverage and household — each with different LTV curves, replenishment cycles and creative angles. One blanket ad strategy underperforms across all of them.
Custom-engraved fulfillment at scale
Every MyIntent bracelet is custom-engraved with the buyer's chosen word. Personalization at scale requires production-aware demand pacing. Spike too hard on viral creative and fulfillment chokes; under-spend during a celebrity moment and you leave revenue on the table.
Influencer & creator saturation
MyIntent's AOV is mid-low double digits — every CPA dollar matters. Unlike high-ticket DTC, you can't over-spend on top-of-funnel and trust LTV to recover the loss. Cart abandonment retargeting + dynamic product ads + cross-sell flows do the heavy lifting on margin.
OUR STRATEGY
Four pillars — paid + owned + creator + creative
We layer Meta + Google paid acquisition on top of Klaviyo email/SMS retention, then amplify with creator whitelisting and constant creative iteration. Every campaign tracks back to contribution margin — not vanity ROAS.
01
Paid Social — Meta
Full-funnel Meta prospecting with dynamic creative testing, CAPI tracking, and incrementality checks. MyIntent wins on layered Meta + Google + creator content — the same buyer touched 8-12 times before purchase. Education + social proof + retargeting compound.
AI boost: AI-assisted: ad angle brainstorming, 50+ hook variants/week, automated creative-fatigue detection.
02
Paid Search — Google Ads
Shopping campaigns + Performance Max + Search for high-intent wellness terms ("custom engraved bracelet", "intention jewelry", "meaningful gift", "myintent vs competitors"). MyIntent buyers research before buying gifts and meaningful pieces — Google captures the bottom-of-funnel intent for engraved jewelry and gifting moments.
AI boost: AI-assisted: search-term mining, responsive ad variant generation, automated budget reallocation.
THE FULL PLAYBOOK
15 tactics we repeatedly deploy for high-ticket DTC brands like MyIntent
Below is the operating playbook — the same 15-piece framework we run on the MyIntent account brands. We don't apply all 15 every time. We start with the 3-4 that will move the specific growth constraint your brand is stuck on, then layer from there. Tap any tactic to expand.
01 — Meta prospecting, margin-tuned
Lookalikes and broad-interest testing judged against contribution margin, not ad-account ROAS. F&B brands typically waste 20-30% of top-of-funnel spend without margin gating. Outcome: NC-CPA at or below target, reviewed weekly.
02 — Giveaway + intention-word quizzes
Quiz and prize-entry mechanics that pull prospects at 40-60% lower CPM than purchase ads, then retarget across Meta, Google and email. Outcome: 2-3x cheaper list growth vs. standard popups, pre-qualified by category and use case.
03 — Cross-channel nurturing
One buyer, one story — Meta + Google + Klaviyo + SMS carrying the same message arc from first touch to purchase. Kills single-touch attribution traps. Outcome: Blended CAC drops 15-25% as warm touchpoints compound.
04 — UGC creative engine
Custom-engraving close-ups, celebrity-wearing-MyIntent moments, founder Chris Pan story clips, and meaningful-gift unboxings cut into 15-20 variants per angle. AI-assisted cutdowns and captioning; humans script and shoot to keep voice intact. Outcome: 2-3x CTR vs. brand-owned creative in our F&B portfolio.
05 — SKU-aware launch framework
New collection/format drops or category extensions built on top-seller data so each launch compounds revenue. Outcome: Launch AOV holds or lifts; hero-SKU velocity unaffected.
06 — Intent-matched message stacks
Ad copy tuned to where the buyer actually is — first-try buyer vs. daily-routine reorder vs. competitor switch — not a single broad hook. AI generates the variant matrix; humans pick the winners. Outcome: Lower fatigue, longer creative lifespan.
07 — Winning-audience discovery
Structured prospecting tests that isolate the one scalable audience for your brand, then pour budget behind it without collapsing efficiency. Outcome: Clear green-light audience within 30-45 days of scaling spend.
08 — Omni-placement consistency
Same messaging thread visible on Meta, YouTube Shorts, TikTok, Google and email — visually distinct, thematically locked. Outcome: Aided recall lifts; retarget CTR climbs because the buyer has seen you five times, not once.
09 — Avatar-led creative matrix
3-5 buyer avatars (gift-buyer for milestones, mission-aligned individual, celebrity-follower, mindfulness/intention practitioner, etc.) mapped to segmented audiences with tailored hooks per segment. Outcome: Each avatar gets its own winning creative — no one-size-fits-all averaging down CTR.
10 — Profit-first reporting
Weekly MER, POAS and contribution-margin review — not blended platform ROAS. Every scaling decision goes through the profit lens. Outcome: We surface the next growth lever before it shows up in the P&L.
11 — Lifecycle email + SMS
Welcome, abandoned-cart, post-purchase, winback, replenishment, VIP — timed to your actual purchase cadence, not generic templates. AI-assisted subject-line and send-time optimization. Outcome: Email/SMS drives 30-40% of revenue at 8-15x ROAS on mature accounts.
12 — Hook-angle testing cadence
20-30 net-new ad variants shipped per month across 3-5 angle categories — benefit-led, UGC, founder, comparison, offer. Outcome: Fresh winners are already producing before current top performers fatigue.
13 — Creator whitelisting
We source MyIntent creators across mindfulness, lifestyle, mission-driven communities, celebrity adjacent, and gift-influencer verticals, secure usage rights plus ad-account access, then run their content as Partnership Ads from their handle. Outcome: 25-40% lower prospecting CAC than brand-handle ads.
14 — AOV + 60-day LTV lift
Bundles (matching pieces, his/hers, intention-set), accessory upsells (chains, charms, gift packaging), free-gift thresholds, ambassador/affiliate referral flows and cross-sell flows. Repeat-buyer rate is the moat. Outcome: +10-25% AOV; 60-day LTV climbs as subscription attach rate rises.
15 — Shopping + Search keyword mapping
Brand defense, category terms, long-tails ("clean ingredients / non-toxic / vegan / cruelty-free") and competitor conquest — feeding both paid and SEO simultaneously. Outcome: Highest-intent traffic at predictable blended CPA.
WHAT HAPPENS WHEN YOU BOOK A CALL
A clear 3-step process — no pressure, no cookie-cutter pitch
STEP 01
Free 30-min discovery call
You walk us through your brand, current paid + email setup, and the #1 growth constraint. No slides, no pitch. 30 minutes.
STEP 02
Custom growth audit
Within 48h we send a recap + short audit: creative gaps, ad ideas, email flow coverage, and the biggest unlock for your next 90 days.
STEP 03
Decide if we're the right fit
If our ideas resonate, we do month to month execution. We only onboard brands we're confident we'll move the needle for.
AD TYPES · CREATIVE & COPY
The ad formats that actually move the needle for MyIntent
Creative and copy are the biggest single lever on an MyIntent ad account — and they have to drive desire AND fit confidence. Below is the full map of ad formats we deploy across DTC MyIntent. Each format gets matched to a buying stage, a margin target, and a creative test cadence.
CREATIVE & COPY APPROACH
The creative principles we hold every ad to
Value-adding offers
Every ad makes an offer that adds value to the product — not a generic discount race.
Usage-focused reviews
Reviews show the best way to consume & compare products — answers the buyer's real question.
Strong hooks + social validation
Constant testing of 32+ hooks and social proof drive down CPC + CPM and conversions up.
Benefit-led differentiation
Copy reveals the main benefits that have a differential versus other brands in the category.
Evergreen + promo cadence
Always-on evergreen creative with layered promotional pulses — not a pure discount diet.
Real ads from the work
Ads in the wild — with the creative notes under each
UGC unbox creative
Creator-led try-of-product creative — the highest-converting Meta format for high-ticket wellness. Hooks attention in 3 seconds with fit, fabric drape and movement.
Lifestyle hero ad
Hero-image lifestyle ad showing MyIntent devices in real-life rituals — wellness in context. Drives saves + high-intent traffic on IG & FB.
MyIntent whitelisting creative
Us-vs-them and product review from influencers and experts in the field framing positioned against the mission-driven jewelry category's biggest friction (fit problems, fabric quality, brand legacy, price-vs-quality tradeoff). Runs prospecting + consideration.
UGC + creator review ad
Creator video with overlaid 5-star customer review and quote — social proof + product demo in one creative. Punches above its weight on prospecting CPM.
Feature-led activewear ad
Benefit checklist (soft + lightweight, durable, free shipping over $100) paired with a hero photoshoot — fit + fabric proof + offer in a single creative for activewear prospecting.
Feature-led activewear ad
Benefit checklist (soft + lightweight, durable, free shipping over $100) paired with a hero photoshoot — fit + fabric proof + offer in a single creative for activewear prospecting.
CREATIVE TYPES USED
The creative formats we cycle on the MyIntent account
Creative is the single biggest lever on a DTC ad account — so we run a constant creative-creation loop with weekly feedback against ROAS and CPC data. Below is the active creative-style menu. Each brand runs 3–5 of these at a time, rotating based on what's winning and what's fatiguing.
Product showcase
Elevated product-only shots — clean backgrounds, premium feel, packaging hero.
Lifestyle with overlays
Photoshoot-driven creative with benefit callouts and micro-copy overlaid for scannability.
Press release & featured-in
"Featured in Forbes / Modern Retail etc." creative — borrowed authority.
Whitelisting (creator + customer)
Real content from influencers and customers — amplified with paid budgets.
Features & benefits
Overlays and callouts that translate feature → benefit → outcome in under 3 seconds.
How-to & unboxing
Tutorial-style creative showing the product in use — great for education + retention.
User-generated content (UGC)
Customer-shot content edited into paid creative — social-proof-first hook.
Comparison (us vs. them)
Direct comparison creative — positions against the biggest friction points.
End cards & CTAs
Last-frame CTA cards engineered for click-through on video creative — tight copy, one action.
Catalog remarketing frames (DPA)
Branded frames layered on dynamic product ads - beats plain DPA on CTR + ROAS.
Problem + Solution
Hook the scroller with a problem they are experiencing and give them the solution/fix.
And many more
The list and types of ad creative formats / hooks that are working constantly changing and expanding.
Ready to Scale Your Brand With Better Ads?
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TARGETING & AUDIENCE
Audience segmentation that actually holds efficiency at scale
Audience segmentation across Prospecting, Remarketing and Retention is what keeps ROAS holding as spend scales. Below is the current audience menu we use on the MyIntent account — layered from cold to retention, across Meta + Google + TikTok.
Custom audiences — website engagements
Page-view, add-to-cart, checkout-start, and time-on-site segments built from pixel + server-side events.
Brand social engagement segments
Instagram + Facebook engagers, video viewers, and profile visitors — warm retargeting bedrock.
Whitelisting engagement segments
Audiences built off creator-post engagement — feeds both prospecting lookalikes and retargeting.
Lookalike audiences
LAL built off highest-LTV customer cohorts, subscription repeaters, and top-AOV buyers — not generic purchaser LAL.
Keyword cluster ad groups
Google Search ad groups clustered by theme (problem, solution, brand, comparison).
Single-keyword ad groups (SKAGs/STAGs)
Balance high-value intent terms while alos using phrase & broad for discovery and scale.
RLSA — search & shopping
Remarketing Lists for Search Ads — bids up on engaged site visitors who repeat a category search.
GDN affinity & in-market
Google Display affinity + in-market audience targeting — tight cluster placements, not run-of-web.
Restructured display remarketing
Layered display with creative tied to the page/category the visitor browsed — not generic brand creative.
3rd-party data sources
Triple Whale, Northbeam + custom segment data — used to feed audience construction beyond platform-native.
Affiliate audiences
Once we build relationships with influencers, ambassadors and affiliates, we also delpy remarketing to their engagers and fans.
And many more
With technology & tools moving at the speed of light, we are always testing new targeting options for our partners.
OFFERS & PROMOTIONS
The offer plays that move ROAS, NC-ROAS and new-customer revenue
Offers are the second-biggest lever on an MyIntent ad account after creative. They make or break traffic cost and require creativity, structured testing and close monitoring of both top-line KPIs and the downstream margin impact. These are the five we most often use to grow DTC MyIntent profitably.
01
Limited / scarce product runs
Launch SKUs and collection drops with capped availability — drives urgency, feeds the email list, and lets us retarget non-converters at post-launch.
02
First-purchase offer ($ or % off)
Structured first-purchase offer sized against contribution margin. Not a generic 20% off - so new-customer CAC stays inside target.
03
Holiday & seasonal campaigns
Calendar-aligned campaign kits (Black Friday, Mother's Day, back-to-school) with creative, audience, & email.
04
Merchant Center promotions
Google Merchant Center promotion badges — shows discount pricing in SERP without needing coupon-code redemption.
05
Ad extension promotions
Google Ads promotion + sitelink extensions that surface offer + category in SERP — lifts CTR on high-intent commercial queries.
RESULTS GENERATED FOR MYINTENT
MyIntent at-scale performance
The KPIs we track: ROAS, ROI, MER, POAS, NC-ROAS, and LTV:CAC ratio. We've scaled dozens of DTC MyIntent profitably. See the full portfolio of beauty, F&B, supplements and CPG case studies below.
DELIVERABLES
What we ship for the MyIntent account
Creative production
Platform listing optimization, sponsored ads, ratings & reviews engine, and DTC offer coordination.
Server-side tracking
Shopify + Meta CAPI + GA4 server events so iOS-loss doesn't nuke cold-traffic signal.
Whitelisting
Run paid from creator and customer handles for authentic social proof and lower CPMs.
Executive reporting
Cash-on-cash, contribution margin, new vs returning. A single dashboard the CEO can read in 60 seconds.
CLIENT WORDS
What clients say about working with us
"7M+ video views on a single ad. Celebrity-wearing-MyIntent moments + LAL targeting drove a viral hit."
MyIntent account
Viral video moment
"The company has increased their sales by 502% since working with Top Growth Marketing. The team’s workflow has been effective."
Blaine Kusler
Founder & CEO, UA Body
"Jack and Jenn at Top Growth Marketing are experts in what they do and will go above and beyond to create value for their clients."
Sophia Lotter
Director of Marketing, Waiakea Water
It has truly been a gift to have worked with TGM. 1) Truly an expert at digital marketing. 2) Understands and cares about our needs and goals. 3) Selfless in teaching and empowering us. 4) Genuinely a pleasure to work with and be around.
I can't say enough good things about Jack. We had no Facebook ad expertise when we first started buying ads and Jack quickly and efficiently came in and setup all of the proper pixels, custom audiences, look-a-likes, etc. to quickly get us scaling. More importantly, Jack acts as a mentor and coach.
Clients stay an average of 2+ years. Month-to-month — with a first-month money-back guarantee. See more reviews.
FREQUENTLY ASKED QUESTIONS
MyIntent case study FAQ
Direct answers to the questions DTC operators ask about high-ticket scaling, wellness/medical-space ads, and education-led funnels. before booking a growth call.
What kind of DTC brands do you typically work with?
We work with DTC MyIntent spending at least $100K/year on paid media, with a sweet spot between $100K and $25M in annual revenue. Verticals include supplements, beauty + skincare, beverages, food, snacks, household, and personal care.
What's the right marketplace + DTC mix for a MyIntent?
Depends on margin and category. Beauty + supplement brands typically lean DTC-heavy (60-80% DTC) for margin protection and direct customer relationship. Beverage / snack / household lean more on Amazon + retail (50-50 or marketplace-heavy) because customers expect convenience. We build the mix against your contribution margin per channel.
How important is creative for high-ticket brands like MyIntent?
Yes. We produce static ads, UGC-style video, and iteration variants in-house. You don't need to send us a shot list — we scope creative monthly against ad-fatigue data.
What's your approach to Klaviyo email marketing?
Flows first (welcome, abandoned cart — critical for custom-engraved products, browse abandonment, post-purchase cross-sell, repeat-buyer reactivation around celebrity moments + gift-giving holidays), then 2-4 weekly campaigns segmented by purchase recency + intention/style preference. Email + SMS drive 30-40% of revenue on the MyIntent account.
How do you measure success?
We track ad-account ROAS, blended new-customer CAC, contribution margin per order, and LTV cohorts. Every monthly report reconciles ad-platform numbers to your Shopify/financial P&L — no vanity ROAS.
Do you handle Amazon and marketplace strategy alongside DTC?
Yes. For MyIntent we run a unified DTC + Amazon + Walmart strategy — paid social drives top-of-funnel awareness and Amazon captures bottom-of-funnel intent. We coordinate offer cadence so paid ads don't cannibalize retail margin.
Do you build retention engines for MyIntent?
High-ticket buyers ($1,000+ AOV) need 8-12 touchpoints before converting. We build long-form education flows (YouTube + email), creator-validated retargeting, and ambassador/affiliate channels alongside Meta + Google. The result is compounding ROAS as the same buyer is touched across channels — exactly how we hit 80% rev from FB ads for MyIntent.
How fast can you capitalize on a celebrity / viral moment?
Absolutely. We've launched everything from new SKUs to brand-level category extensions. Launch playbook: seed launch list 4 weeks out, paid social momentum at launch, post-launch winback + replenishment flows.
What platforms and tools did you use for MyIntent?
Shopify, Klaviyo, Meta Ads Manager (the primary growth engine), Facebook Pixel + Custom Audiences, Lookalike Audiences from key content pages + celebrity-interest segments, dynamic product ads, cart abandonment retargeting, and Google Shopping for bottom-funnel capture.
Still have questions?
Book 15 minutes with Jack. Bring your numbers — leave with a clear growth plan.
FREE TOOLS
Run the numbers yourself
Four of the 18 free calculators we built for DTC operators. Hand-picked for high-ticket DTC brands like MyIntent brands.
Contribution Margin Calculator
Calculate true per-unit profit after COGS, shipping, and fulfillment.
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Email Marketing ROI Calculator
Project flow + campaign revenue against list size and frequency.
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