8,000 Email Leads
at 49p Cost
Per Subscriber
A full-funnel Facebook and Instagram campaign for Harrier Trail Running — £6,199 spend generating £34,293 revenue (5.53x ROAS), 7,724 new email subscribers at £0.81 CPL and a projected £154K lifetime value from leads alone.
About 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 had built a loyal following through engaging digital content, lead-generation guides and community-focused initiatives — positioning itself as both a trusted product provider and a knowledge source for trail running enthusiasts.
Organic Growth Hitting a Ceiling
Before launching paid social, Harrier relied primarily on organic channels and email marketing to drive new subscribers and sales. While effective, growth was slow and limited in scale — average monthly subscriber acquisition was 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. Launching new products like the Thorpe Baselayer required building awareness among cold audiences — a process organic channels alone couldn't accomplish efficiently.
A Full-Funnel Facebook & Instagram Campaign
A paid social campaign was launched across Facebook and Instagram using a simple but structured full-funnel approach — designed to turn existing interest into measurable sales and build a scalable acquisition engine.
Engaging content focused on trail running and brand storytelling to reach new audiences and build familiarity with the Harrier brand at scale.
Retargeting users who interacted with the website or social channels with product-focused messaging — moving warm audiences closer to purchase.
Targeted ads featuring key products and clear calls to action, driving purchases from audiences who had already demonstrated intent.
Audiences built using a mix of interest targeting, lookalike audiences and retargeting — ensuring budget focused on the most relevant and highest-converting users.
Every Metric Above Benchmark
The campaign delivered exceptional results across every KPI — from ROAS and incrementality through to cost per subscriber and projected lifetime value.
| Metric | Result |
| Total Ad Spend | £6,199 |
| Revenue Generated | £34,293 |
| Overall ROAS | 5.53x |
| vs. Industry Benchmark | +38% |
| Incremental Revenue | £20,910 |
| Incrementality Rate | 61% |
| Net Profit After Ad Spend | £7,518 |
| ROI | 121% |
| New Email Subscribers | 7,724 |
| Cost Per Subscriber | £0.81 |
| vs. Benchmark | −46% |
| Paying Customers from Leads | 336 |
| Cost Per Acquisition | £14.94 |
| vs. Benchmark | −34% |
| Projected LTV from Subscribers | £154,480 |
| LTV ROI | 30.8x |
From 200–250 new subscribers per month organically to 7,724 in a single campaign period — a 300% acceleration in acquisition rate versus the organic baseline.
The £154,480 projected lifetime value from new subscribers represents a 30.8x LTV ROI on the £6,199 ad spend — the compounding value of email acquisition done well.
Ready to Start Growing?
The first conversation is always free. No pitch — just a clear picture of where your business is and what I'd focus on first.