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Side+ is the exclusive subscription platform created by the Sidemen - one of the world’s biggest creator groups. Offering behind-the-scenes content, challenges, studio shows, and premium community access, Side+ delivers unmatched entertainment to a global fanbase. With millions of social followers and a rapidly growing subscriber community, the brand needed a high-performance paid media system to scale efficiently.
Reduction in CAC
Impressions delivered
Return on ad spend (ROAS)
The goal was clear: grow subscribers profitably while keeping costs under control - something that becomes increasingly challenging with such high-volume audiences.
Their CAC was higher than ideal, Meta performance was inconsistent, and acquisition wasn’t aligned with the long-form subscription funnel. We needed to create a structure that could handle large volumes, maintain profitable acquisition, and convert fans into long-term subscribers.
First, we restructured the campaigns to clearly separate cold discovery, warm retargeting, and hardcore fans. This allowed us to match the right creatives with the right intent, maximising both reach and conversion efficiency.
The creative strategy focused on what makes Side+ unique - exclusive behind-the-scenes content, unfiltered moments, and premium value fans can’t get anywhere else. High-energy assets were combined with value-driven messaging, giving new users a clear reason to subscribe.
We also introduced advanced optimisation, improved audience controls, and clearer event tracking to ensure the ads were feeding Meta accurate signals.
The result was a performance engine capable of running at extremely large scale - while staying profitable.
CAC dropped sharply, impressions surged into the millions, and ROAS reached levels rarely seen in subscription-based Meta campaigns.
The system consistently delivered new subscribers at a fraction of previous costs - all while supporting Side+ through major promotional pushes and audience spikes.
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