How DTC Brand Mad Rabbit Cut Their CAC by 50% Using Refunnel

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.

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When Mad Rabbit came to us, they had one problem: paid media costs were rising and margins tightening.

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They needed to scale paid media creative without the budget to endlessly cycle through agencies, influencers, or UGC creators.

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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.

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So they turned to their biggest asset: their own community content.‍

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Using Refunnel’s Social Listening, Mad Rabbit found customers who posted high-performing videos about them organically:

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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.

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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. 

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Since these were real customers who genuinely loved the brand, thousands agreed, sourcing ready-to-run content at essentially zero cost.

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Over the following months, Mad Rabbit tested 1,700+ customer videos as ads across 300+ creators. Here's what they achieved:

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• 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