As Q4 approached and inventory for Hey Dewy's higher-priced Wellness Humidifier ran low, the focus shifted to the Wireless Humidifier. LuckyRev pivoted paid media strategy, diversified creative, and scaled demand around a new product mix without sacrificing performance efficiency.
Founded in 2019 and based in California, Hey Dewy is a wellness and consumer electronics brand that designs humidifiers focused on improving skin hydration, air quality, and everyday comfort. The company blends skincare and lifestyle positioning to create products that are easy to use at home, at work, or while traveling.
The brand is known for combining wellness-focused benefits with modern, aesthetic product design, positioning its humidifiers as both functional health products and lifestyle accessories.
Heading into Q4, Hey Dewy's most popular product -- the higher-priced Wellness Humidifier -- was running low on inventory, creating a risk of lost sales and slowed customer acquisition during a critical seasonal period.
The priority was to adjust strategy and optimize performance metrics to pivot toward a lower-priced product, ensuring growth and efficiency despite the shift in focus.
Changing the strategy focus while sustaining momentum and keeping acquisition growth stable.
Adjusting benchmarks to ensure profitable and realistic scaling despite a lower average order value, which changes forecasted KPI dynamics.
Existing structures were optimized for the premium product. Switching to the lower-priced product required a new creative approach and budget adjustments.
The shift to a lower-priced product improves operational efficiency but introduces messaging, audience targeting, performance benchmarking, and attribution challenges.
Despite the benchmark shift from a product change, we identified opportunities to scale aggressively while improving performance. A lower-priced product reduces AOV, impacting ROAS and CPA targets -- maintaining profitability required close monitoring and recalibrated benchmarks.
Data & AnalyticsA lower price point makes prospecting less risky, enabling broader audiences and stronger scaling. Budget was reallocated toward the Wireless Humidifier while protecting overall profitability.
Previous creative was built for a premium product. New strategies highlighted the Wireless Humidifier's portability, accessible price, and wellness benefits to drive stronger engagement and acquisition at scale.
Creative StrategyA look at the ad creative behind Hey Dewy's new customer growth.
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