Client Logo

Overcoming Apple’s iOS 14 update, improving ROAS and CPA.


E-commerce Sales


Cost Per Purchase




Mooncup was created in 2002, producing the world’s first medical grade silicone menstrual cup. As the original menstrual cup, it was born out of a desire to drastically reduce the waste produced by throwaway sanitary products.

In 2020, amidst the global pandemic, Mooncup partnered up with Seed to strengthen its digital marketing presence, leveraging our expertise on PPC, SEO, and Paid Social. Having engaged our three main specialities, it enabled us to tackle the brand’s challenges and objectives with a unified strategy.

I have worked with Louie and Marie for just under 6 months and their ongoing support on PPC & Social is invaluable. They are always super happy to help with any questions, however large or small!

Ada Cooper

Ada Cooper

Ecommerce & Paid Media Coordinator

Project Team

Marie Dela Rosa

Senior Social Media Specialist


With paid social, there are two main challenges that we’ve had to address from a technical and creative standpoint:

  • As usage of the product demands a change of habit, the journey from awareness to conversion is longer than most e-commerce products
  • Once a customer has purchased, we expect little to no repeat purchase as that goes against the very idea of having only one menstrual cup to last for years

Add those challenges to the 2021 iOS 14 update that ended up compromising the quality of our target audience and our reporting – and we’ve had to rethink our strategy to determine the best way forward.

We restructured our social media campaigns with the purpose of simultaneously growing our prospecting and  remarketing campaigns. We used a mixture of objectives, allowing us to have a more holistic approach towards the platform.

As we updated the campaign structure, we also made sure that our creatives – that is, the copy and visuals – followed. We used a combination of assets that targeted key audience segments. Together with Mooncup’s internal marketing team, our paid social experts held a monthly brainstorming session to review performance and plan regular creative refresh.


This back-to-basics approach was key to getting Mooncup through this landscape-changing update, as well as keeping its ground amidst a highly competitive industry. It helped us rebuild our audiences while also allowing us to report on performance better.

Within 6 months of implementation the funnel strategy to Mooncups’ Paid Social campaigns, quarter-on-quarter performance showed great improvement.

  • 17% increase in purchases
  • 44% decrease in CPA
  • 57% increase in ROAS
  • 25% decrease in CPC
  • 21% increase in CTR

Do you want results like these? Let’s start the conversation.

Get in Touch

We achieve game-changing results for our clients.

We are specialists. We don’t try to be everything to everyone. Instead, we focus on delivering our core specialties where we can have the biggest impact.

  • it Luggage

    it Luggage

    How we increased non-brand clicks by 411%

  • Learning People

    Optimising Costs of Meta Lead Generation Campaigns

  • Ben Simpson

    Updating the company’s existing visual identity and tone of voice to better reflect their sustainability values

  • +628%




    Rare Birds

    Strengthening paid and organic social media strategy to generate more sales

  • Little Green Radicals

    Developing seasonal and evergreen campaign strategy for optimal sales.

  • 400+

    Content Pieces Rewritten


    Team Members

    Learning People

    How we re-researched, re-wrote and re-optimised over 400 pieces of content ready for a new website launch.

  • Case Furniture

    Creating a social strategy to increase engagement and contribute to brand growth.

  • Madame F

    Building brand identity on Instagram and engaging the LGBTQ+ community

  • G Baldwin & Co

    G Baldwin & Co

    How we increased website sales by 20% in just one month.

  • WoB

    How we increased revenue by 1,029% while reducing cost per click by 38%.