Chassis For Men
Men’s grooming · DTC · Growth Legend engagement
~$8
net-new acquisition cost vs. $82 AOV
Platform-attributed
Net-new acquisition cost against an $82 average order — creator-led YouTube acquisition with email & SMS retention behind it.
The role
Retention marketing lead
Growth Legend
Practice
Oct 2024 – Present
How this number was made
Platform-attributed- What was counted
- Net-new customers at roughly $8 acquisition cost against an $82 average order.
- What was not
- The ~$0.50 cost per lead. That is a different metric on a different denominator, and putting the two in one clause would make the $8 look like it bought a customer for the price of a lead. It did not.
- The denominator
- Not established. I have not published how many net-new customers sit behind the $8, or over what spend, and a cost figure without a volume is a rate you cannot size.
- The window
- Not established. The 2.5M-view placement is one creator integration, not a media buy, and its cost per acquisition keeps falling after the flight rather than rising — so the figure moves depending on where you stop counting.
- Who else touched it
- Creator-led YouTube on the front end, email and SMS monetising behind it. Neither number is clean of the other.
What I owned
The front end ran on long-shelf-life YouTube creator content; the back end monetized it through owned channels once customers were in the funnel.
The mechanism
- BeforeChassis sells below-the-belt care for men — powder, shower primer, restoration cream, around $25 a unit, aimed at a problem most men will not say out loud. The demand is real; the search volume is not. You cannot capture intent nobody types.
- What I changedPut the front end on creator-led YouTube rather than paid social. Creative in an intimate category sits near Meta’s adult-products line and gets flagged unevenly, and a static ad cannot give a man permission to buy something he is faintly embarrassed by — permission comes from a voice he already trusts. A paid impression also stops the day the budget stops and gets dearer as the creative fatigues, while a creator integration is a fixed cost against an asset that keeps surfacing in search and suggested. Email and SMS did the monetising behind it.
- AfterOne placement reached 2.5M views, and leads ran near $0.50 at scale. Net-new customers came in around $8 against an $82 average order.
Want this on your second order?
It runs as one engagement: ninety days on your own account, measured against a holdout.