How Nord tripled LeMel's Meta revenue and delivered their most profitable Mother's Day yet

By the time Mel and Jen reached out to Nord, LeMel had hit a ceiling that most growing brands eventually face. Ad revenue had plateaued, and the team had become caught in cycles of creative second-guessing that made it harder, not easier, to break through.

"We were overthinking all of our creative," Mel explains. "Too many opinions, too much second-guessing, and nothing felt like it was really breaking through. We needed someone who could come in with fresh eyes and help us get out of our own way."

Mother's Day was the most expensive version of this problem. Year after year, the team knew it was their biggest revenue moment, and year after year, they walked away knowing they had left something on the table. Without a clear paid media strategy and a fresh creative engine, the brand was struggling to turn one of its most natural cultural moments into the kind of breakout sales window other DTC jewelry brands had figured out.

Even the path to Nord reflected how cautious LeMel had been about agency partnerships. "I'd been following Nord's newsletter for over a year before I ever reached out," Mel says. "I always assumed we were too small to be a client, so I put it off. But from the very first conversation, they were responsive, knowledgeable, and genuinely helpful. I knew immediately this was the team we needed."

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Most agencies treat a big sales weekend as the work itself, layering in fresh creative and bigger budgets in the days leading up to the promo. Nord took a different approach with LeMel. We focused on the funnel underneath the campaign in the weeks before the sale ever launched:
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• Consolidated the Meta account around cold traffic: We restructured the account to focus on purchase conversion campaigns aimed at cold audiences, running everything with broad targeting. The cleaner account structure gave Meta's algorithm clearer signal and a much better foundation to scale into Mother's Day demand.
• Extended the sale window before launch: Before the campaign went live, we pushed LeMel to extend the promotion dates. The additional runway gave the algorithm more time to learn and the sale more time to compound, rather than trying to cram everything into a short weekend window.
• Ran sale and evergreen creative in parallel: Where most agencies kill evergreen creative during a promo for fear of cannibalizing the sale, we kept it live throughout. Evergreen continued to deliver consistent performance throughout the sales window and well after the promotional period ended.
• Scaled in real time as performance signals came in: Daily communication with the LeMel team meant the moment we saw a creative concept working, we could push spend behind it the same day.
• Refreshed evergreen content post-sale: Once the promotional window closed, we layered in new evergreen video and static creative to maintain momentum well past Mother's Day itself.

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In the three weeks spanning the sale and the post-sale push (April 27 to May 20), LeMel saw 221% year-over-year growth in Meta revenue ($61,600 vs. $19,100), ROAS more than double from 1.78 to 3.59, and total Shopify online store revenue grow 102% to $127K, up from $63K the previous year.

For Mel, the numbers reflected something the team had felt all the way through the campaign. "Night and day, honestly," she explains. "Mother's Day has always been our biggest moment, but in previous years, it felt like we were leaving something on the table. This year felt different from the start. When the results came in, and we'd exceeded every target we'd set, it didn't feel like a surprise. It felt earned."

The bigger shift, Mel says, was the nature of the partnership itself. "They weren't just running ads in the background and sending us a report at the end of the month. They were in it with us, communicating constantly, pushing us to make better decisions, and moving fast when something was working. That kind of partnership is harder to find than people think, and it's made a real difference for LeMel."

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LeMel came to Nord with a beloved brand and a Mother's Day campaign that had always felt slightly out of reach. Today, they have the paid media foundation, the creative process, and the strategic partnership to turn every key sales moment into a peak one.

Ready to make your biggest sales weekend your most profitable one yet? Let's talk.