Subscription Box · Case study
Ember Subscription Box: 3.6x subscribers via paid social
A wellness subscription box scaled subscribers 3.6x in eight months through disciplined Meta Ads creative testing and a churn-busting onboarding flow.
3.6x
Active subscribers
–28%
Month-3 churn
5.1x
Meta Ads ROAS
8 mo
Engagement
The challenge
Ember’s paid social was profitable but plateaued. The bigger issue: 38% of subscribers churned within three months, making the unit economics fragile.
What we did
- Built a creative testing framework: 6 ad variations per week across UGC, demos and unboxing content.
- Layered post-signup email and SMS flows tailored to each subscription tier.
- Designed a churn-busting month-2 surprise box that lifted retention by 11 points.
- Optimized onboarding to surface the second box value before the first renewal.
The result
Active subscribers grew 3.6x. Month-3 churn dropped 28% thanks to the onboarding redesign. Meta Ads ROAS stayed at 5.1x even at 4x the original budget.