CASE STUDY

Ruthi × Branva

How we helped scale a luxury hair brand through email marketing and paid ads

OVERVIEW

Scaling a luxury beauty brand

Ruthi Human Hair partnered with Branva to scale their email marketing and paid advertising channels. Through strategic campaign management and creative optimization, we helped drive significant growth in revenue and customer acquisition.

As a luxury hair brand, Ruthi needed marketing that reflected their premium positioning while still driving conversions. They had a loyal customer base but were struggling to scale efficiently. Their email marketing was basic, with minimal automation, and their paid advertising wasn't delivering the results they needed to justify the spend.

Our approach was to build a comprehensive marketing system that maintained Ruthi's luxury brand positioning while driving measurable growth. We rebuilt their email program with sophisticated automation, optimized their paid advertising for better performance, and created systems that could scale with their growth.

Email Marketing

What worked: Automated flows, strategic segmentation, and personalized messaging that maintained Ruthi's luxury brand positioning while driving conversions.

Paid Advertising

What worked: Creative optimization that maintained luxury positioning, refined targeting to reach high-value customers, and improved tracking implementation for better attribution.

STRATEGY

Luxury positioning meets performance marketing

Our strategy balanced Ruthi's luxury brand positioning with performance marketing best practices. We needed to maintain the premium feel that their customers expected while still driving measurable growth and conversions.

Email Marketing Excellence: We built a comprehensive email program that included automated welcome series for new subscribers, post-purchase follow-ups that encouraged repeat purchases, and VIP customer segments that received exclusive offers and early access. The messaging maintained Ruthi's luxury positioning while driving action.

Paid Advertising Optimization: We optimized Ruthi's ad creative to maintain luxury positioning while improving performance. This meant using high-quality imagery, premium messaging, and refined targeting to reach customers who valued quality and were willing to pay for it. We improved conversion tracking to better understand which campaigns were driving results.

List Growth Strategy: The 156% increase in subscriber base came from strategic capture tactics, including optimized pop-ups, post-purchase email capture, and lead magnets that resonated with Ruthi's target audience. We focused on quality over quantity, ensuring that new subscribers were genuinely interested in the brand.

RESULTS

Overall Impact: 183% revenue growth

Revenue Growth

+183%

ROAS

3.8x

CAC Reduction

38%

Ruthi achieved a 183% increase in revenue through a combination of strategic email marketing and optimized paid advertising. The 3.8x ROAS on paid ads proved that luxury brands can drive profitable growth when the strategy is right.

The 156% increase in subscriber base showed that our list growth strategy was working. More importantly, the 42% average open rate proved that subscribers were engaged and interested in Ruthi's content. This engagement translated into conversions, with email becoming a significant revenue driver.

The 38% reduction in customer acquisition cost demonstrated that we were getting more efficient over time. As we learned what resonated with Ruthi's audience, we could optimize further and improve performance, creating a compounding effect that drove sustainable growth.

Ready to scale like Ruthi?

Branva handles creative, execution, testing, and reporting — across all key growth channels. We build marketing systems that maintain your brand positioning while driving measurable growth.