• 26% increase in AOV
  • 168% increase in CVR
  • 5x lift in Aggregate Sales
  • 600K users reached
  • 20K+ increase in upsell take rates
  • 22% increase in higher-priced bundles
  • 160,607 emails generated

The Challenge

The Brand: Maelys

Maelys Cosmetics was founded in 2016 with a simple mission: develop innovative, high-quality beauty products available to everyone! Fast forward 3 years and Maelys became one the fastest growing beauty brands in Israel. Maelys attempts to push the boundaries in developing and formulating the most progressive beauty products, using only the highest quality ingredients, supported by a unique, seamless digital shopping experience.

The Product: B-Tight

B-Tight is a moisturizing firm and lift booty mask that helps reduce the appearance of cellulite. It features six key ingredients including pink pepperslim - which is eight times more powerful than caffeine alone, and eco-slim - which has 46 percent higher concentration than caffeine extracts. It also contains guarana plant extract, guarana, collagen, and red grapefruit oil.

The Challenge:

Develop conversion-focused campaigns on Facebook and Instagram to acquire a minimum of 200 customers per day by week 6, within predetermined CPA ranges and unit economic thresholds.

The Constraints

  • The current B-tight website was not converting high enough to achieve a profitable return on ad spend (ROAS)
  • Marketing content was fatigued and needed to be updated and repurposed
  • The cost per acquisition (CPA) that Maelys was willing to pay, was not high enough to achieve a profitable ROAS

The Process

Design marketing funnels adjacent to Maelys’ e-commerce store that sell B-Tight more effectively:

  • Develop 3-5 unique B-Tight marketing funnels - differentiated by angle concept and path to purchase variations
  • Split test each funnel variant to determine the optimal flow that yields the highest conversion rate
  • Informed by data, apply frequent optimizations to underperforming sections of the flow to expedite the path to purchase and increase conversion rates
  • QA optimizations including browser & device compatibility, page speeds, UX formatting, copywriting edits, multi-device testing, image/video compression

Develop and optimize front-end ad creatives to increase engagement and CTRs on Facebook and Instagram:

  • Develop ads, presells and promotional copy (headlines, CTAs, body, thumbnails) to support the angle strategies
  • Freshen up Maelys’ marketing content into more engaging paid media assets that align with the angles
  • Leverage Kourtney Kardashian partnership & content assets to develop celebrity/influencer-focused presell & advertorial promotional pages to boost product credibility
  • Split test several different ad placements including Facebook (FB) Newsfeed, FB stories & Instagram stories to determine most profitable segments
  • Split test several different ad formats including dynamic, photo and video ads and scale based on results

Develop product bundle & upsell strategy that increases Average Order Value (AOV) so Maelys’ could pay out a higher CPA to our media buying partners:

  • Maintain existing pricing structure but utilize direct response tactics to more effectively entice customers to purchase more expensive bundle options
  • Design and integrate upsell flows for a minimum of 3 complimentary, most-reviewed and frequently sold products in the Maelys’ catalogue, post-purchase to the initial B-tight transaction
  • Develop a variety of different pricing options for the upsell products to find the optimal take rates
  • Create additional incentives (apart from discounting) to increase the perceived value and, thus, purchase intent on more expensive bundle options and upsell products

The Solution

  • 26% increase in AOV
  • 168% increase in CVR
  • 5x lift in Aggregate Sales
  • 600K users reached
  • 20K+ increase in upsell take rates
  • 22% increase in higher-priced bundles
  • 160,607 emails generated
Skills Used

Marketing Strategy,Content Marketing,CRO



Results by the numbers

See what Mayple
can do for you

Put your e-mail in and we'll arrange a consultation call for you

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

More Case Study




Deel is a San Francisco-based financial tech startup. They received both Series A and Series B funding in 2020 and were looking for a paid acquisition marketer to help them reach their lofty growth goals.

Deel was looking for someone to rapidly implement and scale a five-figure monthly media budget across 5 different ad platforms. The goals were to acquire new leads to book demo calls with the sales teams, and also drive paid software signups through the website.

Deel is operating in a totally new and innovative financial space. They needed someone who could dive deep into paid acquisition analytics, but also consult on the best creative angles to speak to potential Deel prospects.




At Verizon, I held various roles that included Head of Multicultural marketing and Head of Sports Marketing. In these roles, I oversaw budgets as big as $50M and had teams of 22 and 10 direct reports.

Panama tourism

increase awareness and inbound tourism from the US and Europe to Panama

Skin Touch Therapy

I provided social media management and email marketing for this client. We worked on brand awareness and took a very product/ service based approach to the marketing strategy since the main goal was to get people to book a service to come into the spa. In the spa and online we push products we knew those customers were loved. We had great success with my social media and email marketing assistance!

The Redux Group

The Redux Group, a real estate group in the DC area, faced challenges in consolidating audiences for improved tagging and segmentation. The Marketing Specialist overseeing events and email marketing sought assistance.


V2 Hospitality, a Marketing Consultancy, sought Mayple's expertise to address time constraints and allocate efforts efficiently. As the founder overseeing marketing responsibilities, the challenge lay in optimizing strategies for maximum impact within the limited time available.

Film Independent

Film Independent, a nonprofit arts organization serving filmmakers, sought to grow its audience and automate data processes. The Marketing and Communications team looked to Mayple for assistance.


Ready to revolutionize your marketing approach? Partner with Mayple and embark on a transformative journey toward enhanced engagement, improved metrics, and sustained growth. Contact us today to explore tailored strategies that will redefine your marketing trajectory.