We managed all paid media spend for Malibu Mylk and helped scale the brand with performance-focused strategies like multi-pack bundling and subscription flows — achieving 1.5–2x ROAS on first-time purchases and building a healthy foundation for long-term growth.
Malibu Mylk is a forward-thinking CPG brand offering a clean, allergen-friendly alternative to traditional dairy and nut-based milks. With functional ingredients like flax and zero added sugars, Malibu Mylk quickly gained attention in the better-for-you grocery space — but like many emerging brands, scaling profitably through DTC was the challenge.
When Malibu Mylk partnered with Media Jet, they gave us full control of their media budget. Our mandate: acquire new customers profitably, increase order value, and retain them for long-term subscription revenue.
We accepted the challenge — and delivered a growth engine that not only met their ROAS goals but also built a customer base that stuck around.
For CPG brands with low margins and bulky products like beverages or pantry staples, performance marketing has to be incredibly strategic. Shipping is expensive, AOVs can be low, and if you don't retain customers, CAC becomes unsustainable.
Here’s how we solved for all of that with Malibu Mylk:
Paid media only works when you're acquiring customers profitably — or when you know with confidence that you'll earn it back quickly.
For Malibu Mylk, we needed to improve Average Order Value (AOV) to justify Meta and Google ad spend. A single bottle just didn’t cut it from a margin perspective.
So we:
Bundled by Use Case: For example, “Daily Essentials Pack” or “Family Favorites Pack” — framing the purchase around habits and needs.
This single move increased AOV by over 35% — and that made our media budget significantly more efficient.
Once the economics worked, we turned to cold customer acquisition. We launched and optimized campaigns across Meta and Google with a full-funnel structure:
Top of Funnel (Meta + Google Display):
Visually striking content showcased Malibu Mylk’s differentiators — clean ingredients, allergen-friendly, zero added sugar. We used education-first creatives to introduce the “why” behind the brand to cold audiences.
Middle of Funnel (Engagement Retargeting):
We retargeted video viewers, page engagers, and site visitors with product comparisons, UGC, and social proof — designed to help them choose Malibu Mylk with confidence.
Bottom of Funnel (Conversion):
Ads and offers aligned directly with bundles and subscriptions — pushing urgency and clear CTAs like “Try the 6-Pack Starter Kit.”
Google Search + Shopping:
Captured intent-driven queries like “dairy-free milk,” “nut-free milk alternatives,” and “best milk for allergies.” We optimized product feeds for Performance Max and Shopping campaigns to boost visibility during high-intent moments.
We consistently hit 1.5x–2x ROAS on first-time purchases — a key metric for sustainable growth in beverage DTC.
In just a few months, Media Jet transformed Malibu Mylk’s DTC channel into a profitable, scalable, and well-balanced growth engine.
✅ 1.5x–2x ROAS on cold customer acquisition
✅ AOV boosted through smart bundle structuring
✅ Predictable revenue through healthy subscription adoption
✅ Full-funnel campaign strategy built for education, not just sales
✅ True DTC channel maturity for long-term scale
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