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Case study · Supplements

“The Supplement We Needed.”

— Stephen, CEO of NAKED.

From stuck at #5–10 in category with diminishing returns — to three consecutive years with AdLabs and three consecutive years of explosive total sales growth.

Naked Whey protein tub
+37%Ad sales growth
$5MIn incremental new-to-brand sales
+73%Organic sales lift
Vertical

Supplements

Partnership

3 years

Region

US

Platform features

AMC, DSP, Sponsored Brands Video, SQP, MCP server

The challenge

Stuck at #5 with nowhere to go.

Naked Nutrition grew significantly in 2024, but began running into a customer acquisition bottleneck. Core products ranked #3–5 in their categories. Every additional ad dollar produced diminishing returns. The team was working with multiple tech partners but still couldn’t get accurate, unified, actionable data to guide strategy.

Q1 2025 growth slowed — Naked was no longer tracking to targets. They needed a partner who could scale net-new customer acquisition, support product launches in new verticals, and prove which investments actually drove incremental growth.

  • Diminishing returns on incremental spend

  • Multiple disconnected reporting tools

  • Q1 2025 tracking behind aggressive YoY targets

The approach

Three pillars. One unified strategy.

Our strategy combined three core pillars: prove incrementality with advanced reporting signals, deploy full-funnel new customer acquisition tactics, and layer in AI-driven measurement to interpret and optimize the whole stack in real time.

  • Pillar 01

    Prove what’s actually incremental.

    Using Search Query Performance data through the AdLabs platform, we proved branded defense tactics weren’t driving incremental sales. A branded holdout test showed purchase share held steady above 90% even after cutting branded spend to zero — freeing up budget to redeploy into higher-incrementality targeting.

  • Pillar 02

    Full-funnel new customer acquisition.

    Upper-funnel DSP campaigns paired with lower-funnel search tactics to reach net-new shoppers at every stage. We built custom AMC audiences from established hero-ASIN cohorts to retarget customers with high brand familiarity, and used them to cross-promote new product lines during launch.

  • Pillar 03

    AMC + MCP for real-time intelligence.

    AMC first-touch data queried through our MCP server surfaced that Sponsored Brands Video had the highest new-to-brand rate — 77%, up from 53% YoY. We increased SBV investment +142% targeting custom NTB audiences. The same analysis confirmed H1 had higher new-to-brand acquisition volume than H2 — so we pushed budget hard upfront and strategically suppressed later.

The results

The numbers that matter.

  • +34.7%

    Total ad-attributed revenue YoY

    $23.8M → $32.1M without high-ROAS brand defense.

  • 782K

    New-to-brand customers (full year)

    +18.1% YoY. $5M+ in incremental NTB revenue.

  • +53%

    Repeat customer revenue YoY

    Flywheel validation: H1 NTB acquisition converted into H2 repeat revenue.

  • +79%

    Full-funnel first-touch acquisitions

    166K additional customers whose first ad exposure was DSP or Sponsored Brands Video.

  • <10%

    TACoS

    Efficiency maintained while overall spend scaled.

“DSP-exposed customers were the unlock. They spend 15% more per order and place 32% more orders. Once we could prove that with AMC and our MCP server, every other budget decision got easier.”
AdLabs Strategy Team
Proof · 2025 cohort

The acquisition flywheel, validated.

Sales index for Naked Nutrition in 2025: new-to-brand customers up 33% in H1 (acquire), then repeat revenue up 53% in H2 (compound).

Acquire in H1. Compound in H2. TACoS held flat while sales scaled.

Why it worked

Why AdLabs was the unlock.

  • Branded holdout test that paid for itself

    Proving branded defense wasn’t incremental freed budget for upper-funnel testing without sacrificing share. The test paid back in week one.

  • MCP-powered AMC analysis

    Natural-language AMC queries through AdLabs’ MCP server turned multi-week analyst work into same-day decisions. The strategy team could test hypotheses live.

  • Custom AMC audiences in Search

    Naked was among the first to leverage AMC audiences inside Search campaigns at scale, retargeting hero-ASIN cohorts to launch adjacent product lines.

Your story, next

Want results like these?

Naked Nutrition isn’t an outlier — they’re a blueprint. Start a free 30-day trial, or book a working session with the AdLabs team that ran this campaign.

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