Nuna: Meta Cold-Start Growth for an Emotion-Tracking Wearable Brand in North America
Nuna
Global Gravity built a 0-to-1 Meta acquisition system for Nuna, helping the brand reach positive ROI in 30 days and a 2.3x+ audience-combination ROI within three months.
Results
The Challenge
The challenge
Nuna introduced a new wearable health concept: an emotion-tracking pendant. The brand had to create product understanding, find early audiences, improve landing-page trust, and fix data feedback at the same time.
- New category education. The “emotion pendant” concept was unfamiliar, with a higher price point and longer decision cycle.
- Thin audience data. The account, website, and social channels had limited data, making early optimization uncertain.
- Broken conversion loop. Trust elements and Pixel tracking needed repair before media spend could scale.
- Limited brand proof. Follower base and UGC were still early, so paid media had to compensate with stronger education and credibility.
Our Solution
Our solution
Global Gravity designed a 0-90 day cold-start program that used pre-launch data, competitor intelligence, creative testing, and a layered audience architecture.
- Pre-test data loop. Email signups, location signals, pricing feedback, and behavior from the landing-page warmup became LAL seeds, geo targeting, and remarketing pools.
- Competitor scan. Oura Ring, Sensate, and RingConn were analyzed across Facebook, Instagram, TikTok, YouTube, and Pinterest to find creative angles and audience gaps.
- Two-stage testing. The first stage tested audience matrices; the second stage tested creative variations to improve CTR and CVR.
- Three-layer audience system. Core interest groups, remarketing funnels, and LAL expansion moved the account from precision to scale.
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