Revenue up 205% with a 7.02x Facebook ROAS
From Organic-Only to Paid Powerhouse: How a UGC-Led Full-Funnel Strategy Transformed Sustainable Swimwear Brand Midori Bikini
Midori Bikini spent 10 years developing its line based on the feedback of thousands of women. The result: swimwear that fits better, lasts longer, carries UPF 50+ protection, and is eco-friendly, PETA-approved vegan and certified STANDARD 100 by OEKO-TEX® skin-safe.
A genuinely differentiated sustainable product — being sold almost entirely through organic social.
Midori Bikini had always relied on organic traffic to generate sales — but organic reach on Facebook and Instagram declines year on year, and the revenue was declining with it.
Paid should have been the answer, but the previous agency wasn’t generating profitable returns because they were optimising for add-to-carts rather than purchases. That’s when founder Rachel reached out to Rozee Digital.
Our paid social team crafted a full-funnel strategy built around UGC — the format that lets a values-driven swimwear brand sell authentically to eco-conscious consumers.
Full account restructure
We rebuilt the entire ad account from the ground up, replacing the add-to-cart optimisation that had been burning budget with purchase-focused campaigns structured for clean testing and scaling.
UGC testing engine
The restructure was built specifically to test UGC at pace — real women, real product, real sustainability story — identifying which creators and angles drove eco-conscious consumers to buy, not just browse.
Offer testing
Alongside creative, we presented different offers to see which converted best — letting the data, not assumptions, decide what went in front of cold traffic.
Within the first month, Facebook hit a 7.02x ROAS, with the October CPA cut from $69.57 to $16.92 — a 76% reduction — and blended ROAS reaching 15.3x.
Across the engagement, revenue grew 205%, orders rose 210%, conversion rate improved 111% and Facebook ROAS climbed 213%. A brand that had never made paid social work profitably now had a purchase-optimised engine doing exactly that.
Is your agency optimising for the wrong metric?
Add-to-carts don’t pay the bills — purchases do. We build UGC-led paid social systems optimised for the only number that matters.
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