← All work
Cycling apparel
Gritline Cycling
A cycling apparel brand whose ads only reached people who already owned the kit. We measured new customers on their own and made ads for them.
Return on new customers only
1.2×Week 0
2.8×
ended at
46
new ads tested a month
7
winners kept running
G
Gritline Cycling
Sponsored
···
Kit for the long way home.
gritline.cc
01
Where it was
Gritline's reported return looked healthy, but most of it came from existing customers who would have bought anyway. On new customers alone it was 1.2×.
02
What we did
We split reporting into new and returning buyers, then tested 46 ads a month built from riders' own footage. Seven of them still run today.
03
What happened
Return on new customers went from 1.2× to 2.8× in twelve weeks, and first-time buyers now make up 52% of orders.
For the first time we know which ads find new riders and which ones just remind the old ones.
D. S., marketing lead
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