Our Cow x Growthworks
Our Cow partnered with Growthworks to scale a national meat subscription service that connects Aussie households with farmers. Together we delivered compounding growth across acquisition, retention and community, powered by strong offers, creative testing, lifecycle automation and continuous conversion rate optimisation (CRO).
It’s like a dream working with Growthworks, they have changed my life significantly! They have helped bring strategy, clarity and data to our business and our marketing. This has given me space to run and scale my business and not get bogged down in the finer details.
Growthworks provides us much-needed structure and organisation to our chaotic business life. I’m so grateful to Growthworks and the impact they have had on my business, with consistent results of 5%+ increase in our weekly sales, week on week.
Bianca Tarrant
Co-Founder, Our Cow
The Goals & Challenges
Our Cow’s founders wanted to rapidly expand and reduce how much time they spent managing marketing. The challenge was to build efficient and scalable marketing systems to acquire new customers, retain existing subscribers, and maximise lifetime value.
Acquire new customers
Our Cow needed a scalable way to attract new customers. The challenge was to cut through in a crowded meat subscription market and drive consistent acquisition at scale.
Increase Repeat Customers
Retention was just as critical as growth. Increasing subscriptions and reducing churn meant creating a better experience that kept customers engaged beyond the first box.
Lift Average Order Value
Driving larger basket sizes was essential to improving margins and return on ad spend. The goal was to nudge customers toward higher-value orders and add-ons.
Profitable Revenue Growth
Top-line sales alone weren’t enough. Our Cow needed sustainable, profitable growth, balancing customer acquisition costs, lifetime value, and retention.
Our Approach
We partnered as an in-house team and ran a full marketing system that connects content, acquisition, retention, optimisation, and analytics. Each week we set priorities, produced and launched, reviewed the performance, then shifted focus to what would grow sales fastest.
Strategy & Execution
We designed and executed integrated acquisition campaigns. Each campaign combined compelling offers, targeted advertising and dedicated landing pages.
Paid Advertising
We created over 800 unique ad creatives across 270 campaigns, on Facebook, Instagram and TikTok, delivering 16.8 million impressions, 153K outbound clicks and 3,412 direct first‑time purchase.
Lifecycle & Email Marketing
We wrote, designed and built over 256 unique email campaigns and 22 automated journeys, sending over 4.0 million emails.
Conversion Optimsation
Store and campaign performance to fine-tune CVR, CAC and ROAS. Uncovering what worked to help the Founders track results and scale with confidence.
The Results
We achieved extraordinary growth across key metrics
Massive Sales Growth
In just a few years, revenue climbed from a little over $1M to nearly $9M, tripling year‑on‑year and continuing to double thereafter. The annual recurring revenue increased by roughly $13M in a single year.
Email Audience & Engagement
Our Cow now reaches over 150K unique contacts and has more than 75K social media followers. Marketing channels generated 835K unique website visits and welcomed over 10K new customers in one year alone.
Retention & Loyalty
We implemented referral and loyalty programmes to nurture members and drive repeat purchases. Churn was reduced and subscription retention remained above 79%.
Explosive Recurring Order Growth
3x the recurring subscription customers to over 7,500. In just one 90 day campaign period, the membership base increased by 70%.
High‑Performing Acquisition
Ads delivered growth and return on ad spend, with 20.24 ROAS on the annualised subscription value, meaning each $1 spent returned more than $20. Efficient media ad management resulted cost‑per‑acquisition (CAC) of $75 for an first order AOV of $241, and a ROAS of 3.21.
Lifecycle & Email Marketing
Automated journeys, including abandon‑cart and re‑engagement flows, achieved conversion rates between 6 % and 14 %.
Impact
By combining strategic marketing with operational excellence, Growthworks turned Our Cow into one of Australia’s fastest‑growing direct‑to‑consumer food brands.
Stable Recurring Revenue
The company’s mission, to redefine the future of food and farming by connecting households with ethical, farm‑fresh meat, resonates with a large and growing community. Stable retention rates and loyal members ensure recurring revenue and provide Aussie farmers with fair, consistent demand.
Sustainable Customer Acquisition
The partnership also demonstrated how high‑performing campaigns can accelerate growth without sacrificing profitability. Growthworks’ data‑driven approach and focus on sustainable customer acquisition have laid the foundation for continued expansion and increased market share.
Growth Marketing Engine
Our Cow’s collaboration with Growthworks shows what is possible when a mission driven brand pairs purpose with performance marketing. Using our Growth Marketing Engine, a simple system that connects content, ads, email, store, and analytics, we prioritised the work that moved the number fastest, then kept momentum with weekly planning, production, and measurement.
Foundation for Continued Growth
The mix of compelling offers, targeted ads, and sophisticated lifecycle and retention programmes produced rapid subscriber and revenue growth, strong retention, and impressive returns on marketing spend. The foundations built through this partnership will support sustainable growth and help more Aussies experience ethically sourced, farm‑fresh food.
Ready to scale your growth story?
Our Cow scaled nationally with Growthworks as their in-house marketing team.
We deliver the campaigns, creative, and customer growth systems that actually drive results. No juggling freelancers, no agency bloat, just a team that gets it done.
If you’re a founder who wants the same impact, let’s make it happen.
We deliver the campaigns, creative, and customer growth systems that actually drive results. No juggling freelancers, no agency bloat, just a team that gets it done.
If you’re a founder who wants the same impact, let’s make it happen.
