CASE STUDY

Shift Pouch × Branva

300% sales growth in 30 days for an emerging lifestyle pouch brand

OVERVIEW

Scaling a category-defining lifestyle brand

Shift Pouch is a modern oral pouch brand built around 0.0mg blanks — clean, zero-nicotine pouches designed for people who want the ritual without the substance. As a newer entrant in a fast-emerging lifestyle category, Shift needed to educate the market, build trust, and scale fast.

The brand had a real opportunity in front of them: a clean product, a sharp point of view, and a growing audience looking for exactly this kind of alternative. What they needed was the infrastructure to capitalize on it — a unified growth engine that could turn early traction into real, repeatable revenue.

Before partnering with Branva, Shift Pouch had worked with two other agencies. Neither had been able to put the full picture together — ads, systems, and tracking were all running in silos, top-of-funnel and bottom-of-funnel prospecting weren't connected, and the team didn't have a clear read on what was actually driving revenue. They needed one team that could own all of it.

CHALLENGES

Building a category while scaling

A history of disconnected execution

Shift had already worked with two other agencies before coming to Branva. The work was fragmented — ads in one place, email in another, tracking half-built, and no clear ownership of the full growth picture. Performance was inconsistent, and the team couldn't tell which channels were actually pulling their weight.

Educating a new buyer

The 0.0mg category is new for a lot of people, and customers often had questions about what the product actually is, who it's for, and how it fits into their routine. Every creative, landing page, and email needed to do real educational work — not just drive a click, but help the customer understand the product clearly enough to buy with confidence.

Scaling without losing the brand

Shift's voice and positioning are a big part of what makes the brand work — clean, modern, lifestyle-led. As they scaled paid acquisition, every new channel and every new piece of creative had to feel like Shift, not like a generic DTC ad. Maintaining that voice across Meta, Google, email, and support was a real operational challenge.

OUR APPROACH

Unified growth operations

Branva took over Shift's full growth operations — ads, systems, tracking, and full-funnel prospecting — under one roof:

1. Ad management across Meta & Google

We took over end-to-end ad management across Meta and Google and rebuilt the account structure from the ground up. Campaigns were rebuilt around clear funnel stages, creative was refreshed on a steady cadence, and budget was reallocated based on what the data was actually showing — not what had been running on autopilot.

We built a creative system around lifestyle positioning, ritual, and the "clean alternative" angle — leading with the people, the moments, and the why, rather than product-first shots. This gave Shift a creative library that could scale without going stale and kept the brand voice consistent across every placement.

2. Systems & tracking setup

We rebuilt the tracking and attribution stack from scratch. Pixels, conversion APIs, server-side events, and UTM hygiene were all properly set up and tested, so every dollar spent could be measured against real outcomes. We integrated performance data from Meta, Google, and Shopify into Branva's analytics dashboard for unified ROAS tracking — giving the Shift team a single source of truth instead of four disconnected platforms.

We also automated weekly reporting and built a creative refresh cadence so the team always had a clear, current read on what was working and what to push next.

3. Top-of-funnel prospecting

On the TOFU side, we built low-CPM awareness funnels designed to introduce Shift to net-new audiences. Lifestyle-led creative, educational hooks, and category-aware messaging brought in cold traffic at efficient rates, while we layered in lookalike and interest-based audiences to keep expanding the prospecting pool without burning out creative.

4. Bottom-of-funnel prospecting & conversion

On the BOFU side, we set up intent-based Google campaigns to capture high-intent searches from people already looking for zero-nicotine and clean pouch options. We paired this with retargeting loops across Meta that moved warm audiences through education and into conversion — turning curiosity into purchase with the right message at the right moment.

5. Lifecycle marketing & support

We implemented proactive customer support workflows to handle FAQ and refund friction points before they became tickets. Anticipating the most common questions cut volume meaningfully and made the post-purchase experience feel sharp and considered — exactly what a new lifestyle brand needs to build trust.

We also managed post-purchase surveys and feedback loops to refine offers and product messaging. The signal we got from real customers shaped everything from creative angles to landing page copy, and kept the marketing tightly aligned with what was actually resonating.

6. Market expansion planning

We built a roadmap for entry into Amazon and Walmart marketplaces using Branva's marketplace integration systems. The expansion strategy was designed to diversify revenue beyond DTC while keeping the same brand voice and positioning intact.

We also produced SEO and LLM-ready content for product education and brand visibility — helping Shift show up in AI-powered search results and educational queries from people researching the 0.0mg category. In a newer category like this, owning the educational layer is one of the highest-leverage moves a brand can make.

RESULTS

300% growth in 30 days

  • Metric
  • Result
  • +300%
  • Increase in total store revenue
  • 2.8x
  • ROAS across Meta and Google combined
  • 40%
  • Drop in customer response times
  • 100%
  • Launch-ready assets for Amazon expansion

    • In just 30 days, Shift Pouch hit a 300% increase in total store revenue. The growth came from the combination of unified ad management, properly built tracking, full-funnel prospecting, and streamlined customer operations all pulling in the same direction. The 2.8x ROAS across Meta and Google proved what was possible once the foundation was actually in place.

    Beyond revenue, the operational gains mattered too. The 40% drop in customer response times came from proactive support workflows that handled common questions automatically. And the 100% launch-ready Amazon assets meant Shift could move into new marketplaces fast, without rebuilding from scratch.

    KEY TAKEAWAY

    One team beats five freelancers

    After two agencies and a patchwork of disconnected execution, what unlocked Shift's growth wasn't a bigger budget or a flashier campaign — it was having one team own ads, systems, tracking, and full-funnel prospecting under a single strategy. When the foundation is right, growth follows.

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