Nécessaire: How unified measurement delivered +61% Paid Media revenue growth over BFCM 2025
Nécessaire is a premium personal care brand with a rapidly expanding omnichannel footprint - selling across their own DTC site, Amazon, and an increasingly significant presence on Sephora.
The Challenge
As Nécessaire's share of wallet grew across multiple marketplaces, so did the complexity of measuring what was actually driving growth.
The team had a strong intuition that channels like TikTok and Meta were generating demand well beyond their DTC site, driving consumers to convert on Amazon and other marketplaces. But intuition wasn't enough. Ad platform reporting and click-based methods like multi-touch attribution (MTA) were blind to anything happening outside the brand's own website, making it impossible to quantify those halo effects.
The team needed a comprehensive measurement solution capable of capturing performance across their entire commercial ecosystem - not just their DTC website.
The Solution
After more than a year operating with Halo, Nécessaire has moved well beyond using it as a reporting layer. Today, Fospha's Unified ROAS - which captures performance across DTC, Amazon, and other marketplaces in a single metric - sits at the center of their weekly optimization cadence and informs some of their most consequential strategic decisions, including how they plan and execute across peak trading periods like BFCM.
A central priority goal for Nécessaire is new customer acquisition. As a brand scaling across multiple channels and categories, their paid media strategy is explicitly oriented around acquiring new customers efficiently. This goal shapes everything about how they use Fospha: the metrics they track, the decisions they make, and the campaigns they prioritize.
Critically, Halo has also helped break down the siloed thinking that can limit omnichannel brands, particularly concerns about channel cannibalization between DTC and Amazon. With a unified view of total business impact, Nécessaire's team can evaluate channel and campaign performance against shared goals, rather than optimizing individual channels in isolation.
How It Works
A Structured Weekly Rhythm
Every Monday, Nécessaire's team reviews the prior week's performance using a clear hierarchy of metrics - anchored directly to their goal of driving a higher volume of new customers more efficiently. Unified ROAS is the primary lens, capturing total revenue impact across DTC and Amazon together. Where ROAS is similar across campaigns, % Fospha New Conversions acts as the tiebreaker: the campaign bringing in more new customers wins, because that's what compounds into long-term growth.
This framework surfaces decisions that ad platform reporting and click-based attribution methods like MTA would obscure entirely. A campaign with a slightly lower Unified ROAS but significantly stronger new customer acquisition will consistently take priority: a deliberate reflection of the brand's growth strategy.
Optimizations happen at channel and campaign level on a weekly basis - deliberately not at ad level - preserving strategic intent while maintaining agility.
"When ROAS looks similar across campaigns, we go deeper. We'll always back the campaign that's bringing in more new customers, because that's what compounds over time. That's made super clear with Fospha." – Calvin Lammers, GM of Digital, Nécessaire
Strategic Application 1: Pre-Peak Planning
Nécessaire's approach to peak trading periods has been systematically refined through Halo. In the 30-45 days before key events, the team cross-references top-performing SKUs from historical peak data with current Unified ROAS signals, then backtracks to identify which campaigns are most actively supporting those products.
Ahead of BFCM 2025, this framework directly informed their decision to increase upper-funnel spend based on Fospha's recommendations, confident that the pre-peak priming would show up in blended performance when it mattered most.
Strategic Application 2: TikTok Investment
One of the most commercially significant shifts Nécessaire has made on the back of Halo data is indexing more heavily into TikTok than their peers. With Unified ROAS consistently confirming TikTok's contribution across both DTC and Amazon sales, the team scaled TikTok investment with conviction - prioritizing a channel that ad platform reporting and MTA had previously undervalued, and building a position in it ahead of their peers.
Strategic Application 3: Product Category Management
As Nécessaire expanded into hair care - which quickly became their #1 acquisition SKU - Halo became essential for understanding performance tradeoffs between their two core lines. When hair care launched, it showed an initial Unified ROAS dip against the body care baseline. Rather than reacting to surface-level signals, the team used Halo to model the category dynamics properly, and now dynamically shift budget allocation based on which category demonstrates stronger blended performance. This analysis is shaping their 2026 strategy, with hair care on track to represent 50% of the business.
The results:
Nécessaire entered BFCM 2025 with a clear strategic thesis: sustained upper-funnel investment, guided by Fospha's Unified ROAS, would build the demand required to convert during peak - across DTC and Amazon alike. The data validated that conviction.
By increasing upper-funnel spend in the lead-up to BFCM based on Fospha's recommendations, Nécessaire delivered standout year-over-year results across the Nov 21–Dec 1 window:
- +61% YoY growth in Paid Media revenue - a near 1:1 return on incremental investment, validating the efficiency of Fospha-guided decisions during BFCM
- +25% YoY uplift in TikTok Unified ROAS - well above Nécessaire's 3.0 paid media ROAS target, confirming TikTok's value as a high-conviction channel across both DTC and Amazon
- +58% YoY uplift in Amazon Sponsored Products Unified ROAS - a direct reflection of the halo effect generated by sustained paid social investment in the lead-up to peak
- TikTok Share of Revenue at 16% vs. a cohort average of 9% - nearly double their peers, reflecting the compounding returns of a measurement-led channel strategy built throughout the year
These results didn't happen in isolation. They were the product of a measurement-led operating rhythm built over 12+ months: weekly optimization decisions anchored to Unified ROAS and % new customer acquisition, confident TikTok investment validated by halo data, and a pre-peak playbook designed to generate demand before the window opened.
"Halo gives us the confidence to invest differently - not just at peak, but in the weeks before it. Knowing that our TikTok and upper-funnel spend was genuinely driving Amazon demand changed how we plan every major sales period." – Calvin Lammers, Nécessaire
The Bottom Line
Nécessaire's story is not just about one strong quarter or one successful event. It's about what happens when a brand stops treating measurement as a reporting function and starts using it as an operating system.
Over the course of 12+ months with Halo, the team has built a repeatable framework for peak planning, channel allocation, and cross-category budget decisions - all anchored to a metric set that reflects total business performance rather than channel-specific proxies. They've moved past the siloed budgets and cannibalization concerns that hold many omnichannel brands back, replacing them with a unified view that aligns teams around shared growth goals. BFCM 2025 is the proof point; the weekly cadence is the engine behind it.
For brands navigating the complexity of omnichannel commerce, Nécessaire's journey offers a compelling case: the value of unified measurement compounds over time, and the brands that operationalize it earliest will be hardest to catch.
Footnotes
Impact Type: Results are reflective of Paid Media performance. Paid Media figures reference Paid Social channels specifically (Amazon Sponsored Products, Meta, TikTok).
Period Comparison & Time Range: Primary data window: Nov 21 – Dec 1, 2025. All YoY comparisons are measured against the equivalent period in 2024.
Markets Analyzed: United States (US).
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