Skip to content

Underoutfit

How Underoutfit Scaled YouTube and TikTok to Unlock Millions in Revenue Growth 

64a401550b781c5fd22cd056_video-1

$3.3
m

incremental revenue in one month

15
%

reduction in blended CAC

Underoutfit is an innovative new brand changing the game with their line of shapewear and undergarments that put comfort and confidence first. As they grew rapidly to become one of the fastest growing D2C brands in the US, Underoutfit were struggling to see how to scale their marketing spend without damaging their efficiency. ​

With Fospha, Underoutfit were able to see the potential of their upper funnel channels like YouTube and TikTok and scale spend accordingly. The result? Underoutfit achieved an impressive $3.3 million incremental revenue in one month, while simultaneously bringing CAC down by 15%.​

Here’s how they did it:

How Underoutfit Gained Confidence to Scale Spend

Prior to Fospha, Underoutfit used Triple Whale and focused on scaling their Meta conversion activity. However, over time they experienced limited scalability for growth in Meta and started running out of headroom to spend in their conversion-focused strategy. ​Their co-founder Felix realized they needed to diversify their channel mix but they needed a full-funnel measurement tool that could prove the value of upper funnel spend. ​

Fospha's data revealed the extent to which click-based modeling had been undervaluing upper-funnel activity. Underoutfit discovered that YouTube's ROAS was 5X higher and TikTok's ROAS was a staggering 9X higher than their Last Click attribution had reported. 

Equipped with Fospha's evidence of the untapped value of their upper funnel, Underoutfit were able to adopt an full-funnel strategy with brilliant results.​

Underoutfit Attribution Comparison

Higher Revenue, Lower CAC: How Underoutfit Cracked The Code

Underoutfit adopted Fospha in January 2024 and began optimizing their channel mix within 30 days. Seeing the untapped value of their upper funnel, in March they significantly scaled their spending across upper-funnel channels, increasing their YouTube spend by 315% month-over-month and TikTok by 93%.

+315
%

YouTube spend MoM

+93
%

TikTok spend MoM
February

Using Fospha on a daily basis to inform optimizations, Underoutfit were able to scale spend rapidly in their upper-funnel channels without sacrificing efficiency. In fact, by distributing spend through a more diverse channel mix, they were able to cut blended CAC by 15% in just a few months. 

By scaling YouTube and TikTok as part of a data-driven full-funnel strategy, Underoutfit also improved the headroom in their Meta conversion strategy, allowing them to scale platform spend by 25%, while cutting CAC for the platform by 18%. 

By optimizing their digital strategy with Fospha, Underoutfit achieved a remarkable feat: they reduced customer acquisition costs while simultaneously scaling key platforms, resulting in huge growth in weekly revenue by over 70% in just 2 months. Underoutfit's success story is a testament to the transformative power of a well-nurtured upper funnel in driving efficient growth. We can't wait to see what they achieve next!​

Readers also enjoyed: