Case Study: Love Your Melon achieves 66x ROAS and boosts charity-linked sales with Instagram

Love Your Melon - Customer Case Study

Love Your Melon is an apparel brand founded by two university students that donates 50% of its profits and gives hats to children battling cancer. For a one-day sale, the company aimed to spread its mission and maximize online traffic and purchases to boost contributions to its charitable partners.

The team ran a tightly targeted Instagram and Facebook photo-ad campaign using demographic and interest targeting (women 25–35 with healthcare/children affinities), plus Custom and Lookalike Audiences, and tracked conversions with a Facebook pixel. By monitoring CTR and ROAS throughout the day and reallocating budget to top-performing audiences, the campaign delivered double-digit ROAS—66x on Instagram and 44x across Facebook and Instagram—with a 2% click-through rate, significantly increasing charity-linked sales.

Love Your Melon

Brian Keller

Co-Founder and Chief Operating Officer