Obvi is an 8-figure health and beauty brand known for its diverse line-up of flavored collagen products. Featured in prominent publications such as Forbes and Business Insider, Obvi has rewritten the playbook on contemporary women's wellness.

As a digitally native brand with a thriving customer base, Obvi relies heavily on its dynamic social presence and paid advertising to drive demand for its collagen products. But while Obvi looked to Meta as the core pillar of its paid ads strategy, the platform's targeting capabilities left something to be desired. 

This issue was brought to light when Obvi's Co-Founder and CMO, Ash Melwani, wanted to partner with a prominent creator for an influencer marketing campaign. While this campaign produced a 300% increase in sales, Meta's algorithm began to target users with attributes similar to those of the influencer's audience rather than Obvi's. This was problematic because the influencer’s core audience didn’t align with Obvi’s ICP, resulting in diluted in-platform targeting. 

Even a year after the campaign's conclusion, Meta continued to target a demographic that varied wildly from Obvi's target audience. Ash decided it was time to find a solution that could bring Obvi’s Meta ads targeting back on track and drive profitable growth – that’s when he found Proxima.

Having worked with several audience iteration solutions with lukewarm results, Ash was initially skeptical that Proxima could help Obvi drive more value from its Meta ads. However, after witnessing the depth of Proxima’s data pool and the tangible results we’ve driven for our partners, he knew it was time to give our platform a test run.

When they initially partnered with Proxima, Obvi had two clear-cut goals:

1️⃣ Retrain Obvi’s pixel to target its true customers

Obvi knew its internal data wasn’t large enough to effectively retrain its pixel and remedy Meta’s in-platform targeting. So, they leaned on Proxima, which combined its immense data pool (of over 65M shopper personas) with predictive machine learning to seed Obvi's account with the demographic traits of its ideal customers. This process not only helped Obvi bring in-platform targeting back on track, but it also helped them identify new high-intent audiences.   

2️⃣ Expand the reach of Obvi's Meta ads

With Obvi’s pixel successfully retrained, Ash then moved on to the next step: bolstering the reach of his ads with Proxima's AI Audiences and targeting high-intent customers.

To achieve this feat, Proxima generated seven AI Audiences for Obvi to target with its highest-performing ads. After a two-week testing period, Ash and the Proxima team consolidated winning audiences and allocated spend away from non-performers. Scaling spend to these highly targeted audiences yielded a significant increase in ROAS and reduction in CPA.

This was an incredibly exciting development for Ash because Obvi frequently encountered spend plateaus leading to diminishing returns using in-platform targeting alone. With Proxima providing additional audience levers, Obvi profitably doubled its Meta ad spend while improving efficiency – a result Ash never thought was achievable.

Ash was initially skeptical that an audience iteration tool could help Obvi more than double its ad spend without attrition. But with Proxima’s massive data set, advanced targeting algorithms, and unparalleled access to consumer insights, Ash and the Obvi team achieved those results within weeks of implementation, cementing his confidence in the platform. 

Here's a quick rundown of the results Obvi has seen since the partnership began:

• 2.3x increase in Meta ad spend
• 57% of total spend allocated to AI Audiences
• 12.1% lower New Customer CPA
• 7.5% increase in New Customer ROAS

Moving forward, Ash is eager to diversify Obvi’s audiences and continue to scale, as well as lean into Proxima’s data intelligence offerings to improve retention and customer lifetime value. With over $250,000 in profitable ad spend with Proxima to date, he's confident our team will continue to help Obvi drive profitable growth for years to come.