Overview:
4AllFamily is a health focused brand offering innovative solutions for people who need to travel with temperature sensitive medication. Their product range includes portable insulin coolers, temperature controlled travel cases and medication storage solutions that help customers maintain their independence and lifestyle.
Things we identified:
Before working with us, 4AllFamily faced several common challenges that were limiting their business growth.
Meta over-attribution: Meta Ads overinflated performance by using unreliable attribution models, meaning spend was incorrectly prioritised
Over reliance on brand traffic: Heavy presence of brand traffic in Google Ads restricted growth by hindering new customer acquisition
Unsegmented product groups: Campaigns structure treated all products equally despite large variation in margins
Product disapprovals left unactioned: Several hero products were inactive due to unresolved policy or feed issues, limiting sales potential.
Changes we made:
Our first priority was to drive growth in the US which is the brand's core market. We did this by clearly segmenting audiences across Meta & realigning attribution models to show true performance and guide optimisation towards store impact not just in-platform metrics.
Through business level margin analysis, we uncovered major differences in product profitability that weren’t being accounted for in the existing campaign setup. High margin and low margin products had been grouped together, limiting control over which products budgets were pushed behind and blanket ROAS targets meaning that performance was both under and over restricted in different cases. We restructured campaigns so higher margin products were prioritised with more budget allocation and lower margin products had higher ROAS targets to ensure viability.
In addition, we segmented the brand activity away from generic activity. Previously branded traffic had a large presence throughout all campaigns, this limited the percentage of budget given to non-brand activity and therefore restricted overall business growth.
Previous activity for APAC regions was mostly through Amazon and had low returns on the Google/Meta side. We took learnings from core market activity and launched into the APAC region with the same margin led structure. Secondary feeds were introduced to boost visibility across Shopping and Performance Max. This approach delivered consistent 20% MoM growth at strong margins, with stock selling through at rates it never has before.
The momentum we created:
Through working with us and adopting a commercial led approach, 4AllFamily has unlocked profitable, scalable growth in both its core and emerging markets.
By moving away from reliance on brand activity and building campaigns around new customer acquisition, product margin, we’ve driven real business outcomes - revenue increases, improved cost-efficiency across channels and more. Our work has not only driven revenue growth in the core market, it has also proven itself in a new country, establishing a repeatable framework for performance in future markets.
4AllFamily
"Working with ProfitSpring has been an exceptional experience. They’ve taken the time to deeply understand every aspect of our business, which has directly shaped a paid media strategy that’s aligned with our growth goals, the impact of this is clear.
Their transparent communication style, quick turnarounds, and strategic input have made them an invaluable partner.
I highly recommend ProfitSpring to any business looking to unlock its next phase of growth."
