How Nord doubled Moonglow's revenue (+ built the system to keep scaling it)

Moonglow wasn't struggling, but founder Julien Plouffe knew growth wasn't as efficient or predictable as it needed to be. The brand had loyal customers and serious DTC traction. Paid media, on the other hand, kept hitting the same wall.

"Scaling profitably was the main issue," Julien explains. "We could increase spend, but efficiency would drop off. Creative fatigue was also real, and competition in the space is intense."

They could push budgets up; they just couldn't keep them there. Without a clear framework for separating what was being tested from what was being scaled, performance signals were hard to read and act on. That's what pushed them to find a real partner.

"Kody came across as someone who actually understands the mechanics, not just the surface level," Julien says. "He was direct, structured, and didn't feel like a typical agency pitch."

While other agencies would have chased quick wins, Nord started with what was actually broken: structure. This involved:

• Separating testing from scaling: We reorganized ad sets by creative concept and introduced a CBO structure that gave us real control over budget allocation. Testing and scaling campaigns lived in distinct environments, which meant performance data was finally legible.
• Aligning creative to higher-value products: We shifted the creative strategy toward Moonglow's premium offerings. The three-moon necklace, for example, became a standout winner and proved that pairing the right creative angle with a higher-value product could move AOV meaningfully across the account.
• Moved to MER as the north star: Rather than chasing ROAS in isolation, we aligned the entire account around Media Efficiency Ratio as the primary KPI. That gave us a more accurate read on true profitability and a stable foundation to scale from without losing margin visibility.

Helped Moonglow understand their margins and unity economics and true profitability metrics. This ensured that while we scaled profitability actually increased ensuring the brand had better overall contribution margins. This also allowed us to focus our creative strategy on more profitable items.

Since implementing the new structure, Moonglow has seen revenue increase by over 100% while maintaining efficiency. MER is currently tracking at 3.33 against a 3.30 goal, hitting targets while the account continues to scale. AOV has also increased, driven by a deliberate shift toward higher-value products with creative that converts. And notably, the leading creative concept continues to perform with no signs of fatigue.

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"We moved from inconsistent growth to something more structured and repeatable. Execution is tighter, creative is stronger, and decisions are based on a system instead of guesswork. It's also just easy to work together, which matters more than people admit,” said Julien.