8K new Email Subscribers at only .49p Cost per lead!
Harrier Trail Running Harrier Trail Running is a specialist brand dedicated to serving the trail running community with high-quality products, training resources, and expert guidance.
Catering to endurance athletes, ultra runners, and outdoor enthusiasts, Harrier combines performance-driven apparel and gear with educational content designed to help runners of all levels improve their experience on trails.
The brand has built a loyal following through a mix of engaging digital content, lead-generation guides, and community-focused initiatives, positioning itself as both a trusted product provider and a source of knowledge for trail running enthusiasts.
With a focus on innovation, customer experience, and long-term engagement, Harrier aims to grow its presence across digital channels while nurturing meaningful relationships with its audience.
Before the launch of Paid Social campaigns, Harrier Trail Running relied primarily on organic channels and email marketing to drive new subscribers and sales.
While these channels were effective, growth was slow and limited in scale, with average monthly subscriber acquisition at just 200–250 per month.
Without a dedicated paid acquisition strategy, the brand was missing the opportunity to reach new audiences, accelerate lead generation, and convert prospects who were unaware of its products.
Additionally, launching new products, such as the Thorpe Baselayer, required building awareness among cold audiences—a process that organic channels alone could not accomplish efficiently.
The Paid Social launch presented a clear opportunity to create a scalable, cost-efficient customer acquisition channel.
By targeting cold audiences, lookalikes, and retargeting segments on Meta platforms, the brand could significantly expand its reach, grow its email subscriber base, and drive incremental revenue. Integrating these campaigns with email marketing, website funnels, and pre-order initiatives allowed for a multi-channel strategy, where ads generate awareness, emails nurture leads, and the website converts sales.
Additionally, leveraging high-value lead magnets, pre-order incentives, and social proof offered a chance to increase conversion rates while acquiring customers at below-industry costs, establishing Paid Social as a cornerstone for future growth.
8k New Email Subscribers at .49p CPL
Total Ad Spend: £6,199 → Revenue Generated: £34,293 → Overall ROAS: 5.53x (38% above industry benchmark).
Incremental Revenue: £20,910 (61% incrementality; 15–20% above industry standard).
Net Profit After Ad Spend: £7,518 → ROI: 121%.
Lead Generation: 7,724 new email subscribers (300% faster acquisition than baseline) → Cost per Subscriber: £0.81 (46% below benchmark).
Customer Acquisition: 336 paying customers from leads → Cost per Acquisition: £14.94 (34% below benchmark).
Projected Lifetime Value: £154,480 from new subscribers → 30.8x LTV ROI.
Strong campaign synergy: Paid social drove awareness → email converted subscribers → website and retargeting increased revenue.
High efficiency: Prospecting campaigns delivered the majority of incremental revenue, while retargeting reinforced conversions.
