Driving 82% Revenue Growth by Building a Performance-Led Lifecycle Foundation

Best Of The Bone partnered with Evocative Media at a pivotal stage of growth to build a complete lifecycle and retention foundation from the ground up. With no existing automation infrastructure in place, the focus was on creating a scalable owned media engine that could educate customers, convert new subscribers, support subscription growth, and contribute meaningfully to revenue over time.

This case study outlines the implementation of a full-funnel lifecycle strategy designed to support long-term retention and predictable growth in a highly competitive wellness category.

Email & SMS Marketing

Lifecycle Strategy & Flow Builds

Onsite Popups & Data Capture

Subscription & Replenishment Flows

Best Of The Bone is an Australian-made, industry-leading bone broth and wellness brand, known for its uncompromising quality, 100% grass-fed ingredients, and highly engaged community.

Following its acquisition by Melrose Health, the brand entered a period of rapid expansion, extending into collagen, organ supplements, beef tallow, and subscription-based replenishment products. As the business scaled, owned media became a critical lever for customer education, retention, and subscription growth.

Results & Impact

Revenue Uplift

+ 0 %

Monthly revenue increased by 82% after lifecycle flows launched in May, establishing owned media as a meaningful growth channel.

Revenue Contribution from Lifecycle Flows

+ 0 %

Lifecycle flows now contribute 21% of total email revenue, up from 0% prior to implementation.

Subscriber Conversion

+ 0 %

Nearly half of new subscribers converted to first-time purchasers, representing a +23.1% YoY improvement in conversion performance.

Attributed Revenue Growth

+ 0 %

30-day attributed revenue increased by 1,401.7%, with 90-day attributed revenue up 775.3% following lifecycle launch.

YoY Monthly Growth

+ 0 %

November 2025 outperformed November 2024 by 73%, demonstrating strong year-on-year performance during peak trading.

Open Rate Improvement

+ 0 %

Email open rates improved by 131% YoY, reflecting stronger segmentation, relevance, and education-led messaging.

These results reflect the impact of establishing a structured lifecycle foundation, rather than short-term campaign-driven gains.

Addressing Core Challenges

At the time of engagement, Best Of The Bone was at the beginning of its owned media journey.

Key challenges included:

No foundational lifecycle flows beyond a basic welcome email
No segmentation logic, behavioural targeting, or structured data capture
A complex product category requiring education-led funnels to address objections and improve confidence
Strong competition from established wellness brands in a saturated market
A commercial priority to grow predictable, recurring subscription revenue

The objective was to build a lifecycle foundation that could convert faster, educate effectively, increase retention, and scale alongside the business.

Our Approach

Evocative Media rebuilt Best Of The Bone’s lifecycle ecosystem from the ground up, implementing a full retention engine centred around education, behaviour-based segmentation, and consistent, on-brand creative.

Data Capture & Acquisition Foundation

We restructured BOTB’s onsite acquisition strategy, introducing new popups segmented by new, returning, and exit-intent users. A clean list structure, updated consent logic, and dynamic incentive delivery ensured high-intent subscribers flowed directly into the Welcome Series, while future-proofing the account for Meta lead generation and segmentation expansion.

Lifecycle Flows Built from Scratch

We implemented four core lifecycle flows foundational to predictable retention:

Welcome Series An education-to-conversion pathway introducing the brand story, science-backed benefits, starter packs, best sellers, myth-busting content, social proof, and expiring offer urgency.
Abandoned Checkout Series A recovery flow focused on product recall, customer reviews, subscription incentives, and personalised recommendations.
Browse Abandonment Series An education-led journey tailored to lower-intent browsers, segmented by category interest, supported by social proof and value-led subscription positioning.
Post-Purchase Series A retention engine differentiated for first-time and repeat customers, delivering usage education, recipes, subscription value messaging, gentle cross-sells, and a community-led tone.

Segmentation & Technical Architecture

A full segmentation framework was implemented to support behavioural targeting, subscription-aware communication, deliverability management, and future predictive flows. Klaviyo was configured with event-based triggers, conditional logic, Recharge subscription integration, AI-powered recommendations, and a mobile-first creative system aligned to the BOTB brand.

Case Study Close

By building a complete lifecycle engine from the ground up, Evocative Media helped Best Of The Bone establish owned media as a scalable, education-led revenue channel, supporting retention, subscription growth, and long-term customer value in a competitive wellness market.