[ Industry case study — Paid Media ]
Smarter retargeting lifts Peacock Alley's paid social ROAS by 128%
Eyeful Media rebuilt Peacock Alley's broad Meta retargeting around purchase-behaviour segments and a second-purchase offer. Paid social ROAS moved from $1.37 to $3.12 while CPA fell from $238 to $101.
Original project by Eyeful Media ↗Industry reference — not a NexSum Labs engagement.
- Client
- Peacock Alley
- Industry
- Luxury bedding and home textiles
- Services
- Paid social, Retargeting and segmentation, Attribution and analytics, Creative testing
- Year
- 2025
The client
Peacock Alley is a luxury bedding and home textiles brand. Its Meta ad campaigns treated every past buyer the same, so reactivation spend reached the whole customer base with the same message. Eyeful Media rebuilt the retargeting program around what customers had actually bought before.
The challenge
The existing Meta campaigns were too broad and showed one-size-fits-all messaging to past customers, so premium buyers were not being reconnected with in a relevant way. The account started from a weak baseline: a return on ad spend of $1.37, a cost per acquisition of $238, and a conversion rate of 1.3%. Without a smarter way to re-engage one-time buyers, growth in the reactivation channel was limited and spend was being wasted.
The solution
01Purchase-behaviour audiences
Eyeful Media used the Triple Whale platform's customer journey and product purchase behaviour analysis to build specific audiences based on the products people had initially bought. The platform pulled attribution data from Meta Ads, Google Ads, Klaviyo and Shopify into one view.
02Product sets that match what buyers want next
The team used Triple Whale product journey analysis to find the SKUs customers were historically most likely to purchase next, then grouped those products into sets inside Meta's Commerce Manager and refreshed the sets to match buying trends. No customer was shown a product unrelated to what they had already bought.
03A relevant second-purchase offer
Eyeful Media added a 20% off second-purchase coupon, timed around key promotional periods, to give past customers a reason to return without discounting the brand's luxury positioning.
04Refresh cadence and ad-fatigue control
Audiences were broken into smaller groups and product catalogs were updated every few months. The team limited how often the same ad was shown and rotated creatives often, while reading Triple Whale data daily to spot new cross-sell opportunities.
The results
Paid social ROAS jumped by 128%, from $1.37 to $3.12, and CPA dropped by 58%, from $238 to $101. Conversion rate rose by 154%, from 1.3% to 3.3%. With more past customers converting, total revenue surged and the brand could get more value from its existing ad budget, leaving room to invest in new customer acquisition without increasing overall spend.
Tools & stack
Original project by Eyeful Media ↗ — published by the delivering agency, included here as an industry reference.
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