Navigating sudden performance declines ahead of a critical sales moment, FEED Projects partnered with Hallie to uncover the root issue—and turn things around fast.
The $2M Turnaround
Client overview
FEED Projects is a mission-driven women’s lifestyle brand known for combining product and purpose. As they entered Black Friday season, unexpected drops in performance signaled something deeper was off.
Core challenge
Despite a loyal audience and strong product-market fit, conversion rates were falling. The team needed to find and fix the root issue—fast.
Data-driven diagnosis
Hallie led a data-driven diagnosis that uncovered a subtle—but critical—shift in post-COVID consumer sentiment: Customers were now confused by product categorization and value positioning.
Agile implementation
Rather than overhauling the campaign, we designed small, targeted adjustments to product positioning and copy based on real-time insights.
We pivoted messaging, launched rapid-fire A/B tests, and rebuilt resonance in real time, making agile adjustments to maximize ROI.
Results
+250% incremental ROAS
$2M+ added monthly revenue
+70% site-wide CVR lift within 7 days
Key Takeaway
Diagnosing the real issue is what creates meaningful growth.
Strategic diagnosis, empathetic thinking, and real-time iteration helped FEED meet the moment with clarity and precision. Emotional intelligence, fast testing, and data-led pivots made all the difference.