How DTC Brand Mad Rabbit Cut Their CAC by 50% Using Refunnel
Mad Rabbit had whitelisted fewer than 20 creators in 7 years of running the brand. With Refunnel, they hit 1,000+ in 60 days, cut CAC from the $50–60 range to the $20–30 range.
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Mad Rabbit is a category-leading tattoo care brand with a cult-like community, one that led them to close a deal with Mark Cuban on Shark Tank and build a major presence across DTC, Amazon, and 1000+ national retailers.
When Mad Rabbit came to us, they had one problem: paid media costs were rising and margins tightening.
They needed to scale paid media creative without the budget to endlessly cycle through agencies, influencers, or UGC creators.
To do that, they needed a deep library of creative to test; content that felt organic, earned, and real enough to make a stranger become a customer but that also had the aesthetic and format to run as an ad.
So they turned to their biggest asset: their own community content.
Using Refunnel’s Social Listening, Mad Rabbit found customers who posted high-performing videos about them organically:
This surfaced thousands of pieces of content that fit their ad criteria. From there, they mass-sent one-click whitelisting requests to creators, offering 5% of ad spend to run ads directly from their account handles.
When a creator accepted, they received an automatic Instagram DM with a one-tap prompt to grant Mad Rabbit permission to run ads from their account.
Since these were real customers who genuinely loved the brand, thousands agreed, sourcing ready-to-run content at essentially zero cost.
Over the following months, Mad Rabbit tested 1,700+ customer videos as ads across 300+ creators. Here's what they achieved:
- CAC decreased by 50%
- $288,511 in revenue generated
- $106,591 in total ad spend
- 5,351,186 campaign impressions
- $255K in earned media value
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