LaVie
From category creator to full-funnel powerhouse
The brand
LaVie™ pioneered the lactation massager in 2017—an innovation born from listening to the real struggles of breastfeeding mothers. Since then, LaVie has supported over 400,000 moms globally, earned the trust of hospitals, lactation consultants, and WIC programs, and built a cult-favorite Amazon presence with 15,000+ 5-star reviews. But as competitors flooded the category, LaVie’s next chapter required a smarter, sharper growth strategy.
The Challenge
LaVie had first-mover advantage, but holding ground in the face of well-funded brands and Chinese manufacturers selling direct to consumer was getting harder. The goal wasn’t just to defend—it was to expand. With rising CPCs, saturated search pages, and a product portfolio still largely reliant on a single hero SKU, LaVie needed a more aggressive Amazon strategy to maintain momentum and unlock scale.
The Strategy
We focused on scale without waste. LaVie was underutilizing key growth moments like Prime Day and Lightning Deals, so we leveraged these events to drive volume across top-performing SKUs. At the same time, we rebuilt the ad structure from the ground up, shifting away from bloated auto campaigns to low-bid, single-ASIN campaigns that delivered tighter control and greater efficiency.
Since 95% of revenue came from a single product, we worked with LaVie’s team to launch six new SKUs—broadening the catalog while reducing risk. Targeting was restructured to prioritize high-converting, low-competition keywords instead of chasing pure volume.
We eliminated underperforming placements, especially in overpriced Sponsored Brands and Display, and reinvested budget into what actually worked. Finally, we doubled down on historically strong keywords using precision-built, single-keyword campaigns to consistently win top-of-search real estate.
The Results
Over an 18-month post-acquisition window, LaVie delivered across the board:
- $1.3M in new revenue from six new SKUs
- 33% increase in attributed sales
- $1M growth in paid sales
- $1.4M total revenue increase
- Achieved all of it at a clean 12% total ACoS
Only a small fraction of paid revenue came from branded or defensive targeting—this wasn’t inflated growth. It was smart expansion, built on strategy. The kind that grows brand equity and bottom lines.
+122%
Total Sales Growth
+196%
Paid Sales Growth
+184%
Paid Traffic
12%
Total Cost of Advertising
