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Eucalyptus

CAC halved across every brand. Through to a $1.6B exit.

Eucalyptus came to us as a fast-growing scale-up. We were the creative partner from that point through to a $1.6B exit, shipping 4,000+ ads across Pilot, Juniper and Kin. They liked the work enough to hire Gabe in-house for two years. He left to build Exposure. They stayed a client.

-50%
CAC, across every brand
4,000+
ads across Pilot, Juniper and Kin
$1.6B
exit, acquired by Hims & Hers
Relationship
client, then Gabe in-house two years, then a client again
Ads shipped
4,000+
First six months in-house
680+ video ads
Brands
Pilot, Juniper, Skin.Software, Kin
Skin.Software
CAC to a third of what it should be
Exit
$1.6B, Hims & Hers
Eucalyptus brand imagery

“Exposure delivered high-quality, performance-style creative with format and pacing held to best-in-class standards. Gabe is a knowledgeable and humble business partner who takes the time to deeply understand your customer pain points.”
Richie WuGrowth, Eucalyptus

The challenge

Eucalyptus was not short on ambition or budget. It was short on creative that could keep pace with how fast they wanted to grow. Three brands, three very different customers, one in-house team already running hot. One creative approach could not cover all of it.

What we did

  1. Research and teardown

    Every ad the portfolio had ever run, frame by frame. Not to find what looked good. To find what moved a metric. Then we read the customer's own words across reviews, Reddit and Quora until the angles stopped needing to be invented.

  2. Strategy and briefs

    Each brand got its own set of angles, built from research rather than guesswork. The hook, the pacing, the objection handled, all mapped before a creator ever saw a script.

  3. Cast, shoot, edit

    Dedicated creators per concept. The same review gate on every asset before it shipped. 680+ video ads in the first six months alone, and one Skin.Software project, ideated, shot and edited start to finish, that brought CAC to a third of what it should have been.

  4. Launch and learn

    Every ad graded against the account it ran in. Winners briefed the next round. Losers told us what not to shoot again.

The result

CAC down 50% across every brand in the portfolio. The number that matters, because it held while spend scaled. 4,000+ ads delivered. Not a showreel. Ads that ran live, on real spend, against a CPA target.

Then Hims & Hers bought Eucalyptus for $1.6B.

Why it worked

  • The angle came from the customer, not the whiteboard.
  • Volume with a standard. Thousands of ads, one quality bar.
  • Every ad graded against real account data, so the next brief started from a winner.

Same engine. Different story.

Every story on this site ran on the same four moves. The story changes. The engine does not.

  1. 01Teardown

    shows what already worked and exactly where it died.

  2. 02Live competitor tracking

    lets us brief against what is winning right now.

  3. 03Demand mining

    gives us the customer's words, so we never invent an angle.

  4. 04Dedicated creators, graded against the account

    so winners compound into the next round.

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