Equ is a health and nutrition subscription service that helps members achieve results through tailored programs and ongoing support. Formerly known as Equalution, the brand underwent a rebrand that impacted recognition and share of voice.
They came to Defiant struggling with rising acquisition costs, inconsistent campaigns, and a lack of creative structure. They needed stability, stronger tracking, and ads that would scale without resetting learnings every few weeks. When we partnered in June, growth was slow and costs were climbing. The first two months of the partnership (Jun–Jul) set the foundation for scale. The following two (Aug-Sep) delivered stronger acquisition, lower costs, and more consistent growth.
We overhauled the creative strategy with a heavy focus on founder-led UGC. By leveraging Amal’s recognisable presence and pairing it with customer-driven content, we made the brand feel authentic and relatable. Regular production of fresh formats gave us consistent testing opportunities, helping us uncover winning messaging angles faster.
We built a foundation of evergreen Advantage Plus campaigns that never turned off. This created stability, reduced the ups and downs from frequent promos, and allowed Meta’s algorithm to build up stronger learnings over time. It gave Equ consistent conversions while freeing budget to test higher-risk creative ideas on the side.
Instead of running our standard 3:2:2 testing, which wasn’t viable with Equ’s higher CAC, we adapted by testing fewer creatives at a time inside Advantage Plus campaigns. This gave us meaningful results faster, without wasting spend across too many variations. The leaner structure allowed us to quickly identify creative formats that scaled.
Equ’s Conversions API setup was broken, with poor event match quality. We worked with their developers to repair the integration and properly configure tracking. Within weeks, campaign optimisation improved significantly, cutting wasted spend and helping Meta identify higher-quality customers at scale.
Whether you’re scaling to $1M/month or heading towards a $100M+ valuation.
Defiant becomes your unfair advantage in creative, media, and performance.
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