The Challenge

myco:soul faced a critical growth bottleneck: their cost per subscription customer was too high to achieve profitability by the third purchase. Without fixing this fundamental unit economics problem, scaling ad spend would only accelerate losses.

Key challenges included:

• Unsustainable acquisition costs preventing breakeven on the 3rd subscription order

• High cost per purchase that made scaling impossible without burning capital

• Saturated category — numerous established mushroom coffee brands dominated the market, making differentiation critical

• Need for subscription-first approach to build predictable, recurring revenue

The existing strategy couldn't support the growth myco:soul needed, leaving them stuck between wanting to scale and being unable to afford it.

The Approach

Scale Science partnered with 2X Ecommerce and GoodLifeClub to build a multi-stage funnel designed specifically for subscription acquisition. Our strategy targeted prospects at different awareness stages with coordinated messaging:

1) Advertorial-Led Education:

• Created a comparison advertorial positioning myco:soul against top competitor mushroom coffees

• Targeted solution-aware prospects already in the market for mushroom coffee

• Established myco:soul as the obvious choice through side-by-side comparisons

2) Benefit-Reinforcement Layer:

• Deployed UGC and feature-focused ads that reinforced key benefits mentioned in the advertorial

• Built trust through authentic user testimonials and social proof

• Maintained consistent messaging across the funnel to strengthen conversion intent

3) Strategic Retargeting with Strong Offers:

• Retargeted advertorial visitors with high-impact CTA ads

• Emphasized compelling first subscription offers to drive conversions

• Focused on removing final objections and accelerating purchase decisions

4) Coordinated Cross-Agency Execution:

• Leveraged expertise across three specialized agencies to execute a cohesive strategy

• Aligned creative, media buying, influencers, UGC, website refresh and conversion optimization for maximum impact

First 90 Days

The coordinated funnel approach delivered dramatic improvements within just three months:

ROAS: +583.33% increase

Meta Attributed Revenue: +1,076.45% increase

Cost Per Purchase: -66.03% decrease

Ad Spend Scale: +510.08% increase while maintaining target CPA

The Results

Scale Science, in collaboration with 2X Ecommerce and GoodLifeClub, transformed myco:soul's subscription acquisition model. By building an education-first funnel that repositioned the product and addressed objections systematically, we achieved:

• 10x+ revenue growth — Meta attributed revenue increased by over 1,076% in 90 days

• 6x+ ROAS improvement — Return on ad spend jumped 583% while scaling aggressively

• Sustainable unit economics — Cost per subscription customer decreased 66%, enabling breakeven by the 3rd order

• 5x scale in ad spend — Increased monthly ad investment by 510% while improving efficiency

• Subscription-first growth — Built a predictable, recurring revenue engine

• Category repositioning — Successfully shifted perception from "mushroom coffee" to "performance coffee"

The strategic advertorial approach educated prospects, built trust, and converted high-intent customers at a cost structure that finally made scaling profitable.