CASE STUDY: MOO + YOO
Moo + Yoo is a luxury, sustainable, vegan haircare and body brand born from a mother-daughter story.
Salon owner Suzie and her daughter Olivia, who struggled to find products gentle enough for sensitive skin, created a range that doesn't ask you to compromise between clean ingredients and a genuinely luxurious experience.
"Before working with Julie and Sophie at Nutshell, we felt a bit lost with our digital marketing. We had a strong brand and a clear vision, but struggled to translate that into a consistent and effective online strategy."
Suzie, Co-Founder and CEO, Moo + Yoo
THE CHALLENGE
Luxury haircare and body is one of the most saturated and expensive verticals in DTC. Competing for new customers means going up against global beauty brands with media budgets that dwarf most independents' annual revenue.
Moo + Yoo had a strong product and a clear brand identity. What they needed was a route to new customers that didn't require outspending the category, and a partner who could find it.
Rather than targeting 'haircare shoppers', Nutshell targeted people by what they already knew about their hair.
On Google, we built granular ad groups around specific hair type pattern searches - ‘2a hair products’, ‘4b curl routine’, ‘3c shampoo’, ‘coily hair products’, ‘managing fine hair’ - terms carrying high intent and a fraction of the CPC of category-level keywords. The big players weren't competing there to the same degree.
The centrepiece was a Shopify site hair type quiz, helping customers identify their type from the 12 known hair types recognised in the industry, and then discover the right Moo + Yoo products for them. With Suzie’s salon experience and hair knowledge she was able to introduce this to customers very naturally. Ads on both Google and Meta drove traffic to the quiz, matching how this audience actually shops: they want guidance before they buy. The quiz became a durable owned asset that continues to convert and the client subsequently created targeted Klaviyo segments and flows that reinforce the personalisation and also feed back into the platforms to enhance learning.
THE RESULTS
With focus on delivering new customers, ads achieved a 96.5% increase in new customers year on year, at a steady CAC which was extremely competitive for a specialist beauty brand in the UK market. Google CPC averaged £0.74 against hair-type keywords, well below category benchmarks, reflecting how little competition existed in the niche the strategy created.
The graph shows an influx of these after launch and promotion of the ‘12 types quiz’ followed by a period of refinement, leading to a successful Q4 in new customer acquisition terms.
WHAT THE CLIENT SAID
"Their advice went far beyond just running ads. Their input on our website, landing pages, and overall customer journey showed us they were genuinely invested in helping our whole business grow. If we were to recommend Nutshell to a friend (and we often do!), we'd say they're smart, strategic, and genuinely care."
Suzie, Co-Founder and CEO, Moo + Yoo
