Disco Makes Strategic Budgeting Decisions with Varos

about

Disco is a science-backed skincare brand for men. It was founded by Ben Smith in 2019 after years of having no alternative to navigating his skincare routine using products and regimens originally intended for women. Taking his regimen into his own hands, he teamed up with his family dermatologist to design skincare products for men that use fully transparent and ethically-sourced ingredients. 

Industry
Mens Skincare
employees
15+
location
Austin, TX

Challenge

“Finding the right channel to reach your niche is a bit of a game of ‘cat and mouse’”, Smith told us. “Macro conditions are constantly on the move, and in order to be best prepared for the future, it’s important to understand what kind of results you can expect from each channel.” 

Smith explained that “in the past, we had been relying on our data alone in order to evaluate each channel. We’d see how our performance was doing and moving at the time, and make our decisions based on that alone. The problem was that sometimes we’d be outperforming or underperforming our equilibrium, and we didn’t know it.”

Solution

Disco signed up for Varos in order to get a better understanding of big-picture market trends for performance in Facebook, Google, and TikTok Ads. In Varos, Disco is able to see metrics like CAC, CPM, CTR, etc. for one thousand other brands in real time, broken down by vertical, spend range and AOV range. Disco is able to view the data going three years back in order to get an understanding of how much of trends are seasonal vs. how much is here to stay based on new market conditions. 

Results

“Now, before each quarterly planning, we use Varos to ground our thinking behind our budget allocation,” Smith said. “For example, before recently increasing spend on one of the platforms, we checked current CACs for higher spend ranges in our niche. We saw that it was within our budget, and so we went ahead with the plan,” Smith explained. 

“Since starting to use Varos, we’re more confident in our strategic budget allocation. The Varos insights are critical for thinking longer term and big picture,” Smith told us. 

“Since starting to use Varos, we’re more confident in our strategic budget allocation. The Varos insights are critical for thinking longer term and big picture.”

Ben Smith
Founder and CEO of Disco

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