DAVIDsTEA needed to profitably reactivate customers who hadn’t purchased in over a year. We rebuilt customer reactivation around Meta’s Advantage+ Shopping Campaigns and delivered 43% higher ROAS and 96% more revenue than standard campaigns — reaching 741K lapsed customers.

Industry: Food & Beverage | Services: Meta Ads, Paid Media Management | Meta Products: Advantage+ Shopping Campaigns, Reels | Market: Canada | Campaign Duration: October 1–31, 2024

The Challenge

DAVIDsTEA, a leading Canadian specialty tea retailer, faced a challenge common in DTC: profitably re-engaging lapsed customers while holding ROAS. Traditional campaign structures weren’t hitting targets, especially when the goal was reactivating buyers who hadn’t purchased in over a year — the toughest segment to move through standard prospecting or generic retargeting. With acquisition costs rising across the industry, extracting more value from the existing customer base wasn’t optional; it was the growth path.

What We Did

We rebuilt customer reactivation around Meta’s Advantage+ Shopping Campaigns (ASC+), using the algorithm to concentrate delivery on the specific customer segments that mattered most.

The structure combined ASC+ with customer caps to keep the algorithm’s spend focused on existing-customer audiences rather than diluting into pure prospecting. On top of that, we applied strategic cost caps just above the average CPA to protect profitability while giving the auction enough room to scale.

Creative was built to match the moment. We rotated a mix of UGC-style content, seasonal GIFs, and static imagery, leaning into Fall and Halloween themes to give lapsed buyers a fresh reason to re-engage. Customer list targeting drove precision — every impression was aimed at a known audience Meta could re-identify and match.

The campaign ran through October 2024, and the ASC+ structure outperformed standard campaigns on every efficiency metric while scaling revenue nearly 2x.

The Results

• 96% higher revenue — ASC+ generated $74,790 vs. $38,198 from standard campaigns
• 43% higher ROAS — 3.46 with ASC+ vs. 2.42 with standard campaigns
• 39% higher CTR — 0.92% vs. 0.66% with the same underlying creative library
• 741,789 lapsed customers reached — precise re-engagement of a hard-to-move segment
• Consistent conversion rates at higher spend — scale without efficiency loss

The Takeaway

For customer reactivation, Meta’s Advantage+ Shopping Campaigns aren’t just a prospecting tool — paired with customer caps and cost caps, they become the most efficient way to scale spend against your highest-value existing audience. If your reactivation program is still running as a standard retargeting campaign, you’re leaving ROAS on the table.

Creative Examples (Ad IDs)

• Fall UGC-Style — 6618430474969
• Advent Calendar GIF — 6623900734969
• Halloween GIF — 6618430475369
• Fall Static — 6618430475169