Mellow Fellow

Mellow Fellow is a premium alternative cannabinoid brand known for its pharmacist-formulated blends that target specific effects such as focus, creativity, calm, and sleep. Positioned between wellness science and lifestyle enjoyment, the brand occupies a unique space—neither purely recreational nor overly clinical—which has helped it stand out in a crowded and fast-moving cannabinoid market.

However, like many brands operating in the cannabis-adjacent space, Mellow Fellow struggled to scale paid acquisition due to Meta’s strict advertising rules. The brand had strong products and a compelling value proposition, but performance growth stalled due to recurring platform limitations and a lack of systematic testing.

Key challenges included:

• Frequent ad disapprovals and campaign shutdowns
• Short campaign lifespans with little room for optimization
• No structured creative testing system or message hierarchy
• Weak ROAS and inconsistent tracking
• Limited ability to run always-live, compliant campaigns
• No optimized landing paths to convert paid traffic efficiently

To unlock profitable, repeatable growth, Mellow Fellow needed more than media buying—they needed a partner who understood compliance, creative strategy, and conversion architecture in high-risk categories.

Aiminity developed a full-funnel Meta strategy designed to stabilize account performance and build a scalable growth engine rooted in creative testing and compliant conversion flows. The strategy centered on minimizing risk while maximizing sales velocity through better storytelling, stronger landing experiences, and systematic experimentation. Instead of relying on isolated ads or sporadic campaigns, Aiminity built a structure that connected paid media, creative production, and conversion optimization into one cohesive system.

Aiminity assumed ownership of Mellow Fellow’s paid Meta channel—from strategy to execution—while rebuilding their creative and conversion ecosystem for performance.

• Creative System & Compliance
  Weekly creative iterations were deployed to maintain performance and avoid fatigue. Messaging emphasized product effects and science-backed formulations without triggering compliance flags.
• Full-Funnel Campaign Architecture
  Campaigns were segmented across evergreen and promotional frameworks, layered with retargeting based on engagement, purchase history, and lifetime value tiers.
• Conversion Optimization
  Custom landing pages were built to align with campaign messaging and improve conversion efficiency. These pages also helped route cold traffic in a Meta-safe way, reducing account risk.
• Testing & Message Hierarchy
  High-frequency testing loops were established to iterate creative angles, benefit-driven hooks, and value propositions. Copy and design were informed by a structured message hierarchy combining credibility, effects, and emotional resonance.

This system allowed Mellow Fellow to scale profitably while maintaining Meta compliance across aggressive campaign cycles.

From the early stages of the engagement, Mellow Fellow saw dramatic improvements in paid performance:

• 3x+ ROAS, exceeding baseline projections
• Sub-$5 CPA, indicating highly efficient funnel execution
• 60%+ conversion rate on custom landing pages
• 13%+ CTR, outperforming typical Meta brand benchmarks
• Thousands of purchases directly from Aiminity-managed campaigns
• 2M+ impressions in the first launch phase alone

These results were achieved within a high-risk category with strict content enforcement—proving that compliant performance at scale is possible with the right system.

Aiminity not only stabilized Mellow Fellow’s Meta performance—they built the foundation for long-term scale. By combining compliant creative strategy with CRO-driven landing pages and disciplined media execution, the campaigns delivered profitable growth while protecting account integrity. Above-industry CTRs, strong ROAS, and predictable CPA performance allowed Mellow Fellow to turn paid social into a sustainable revenue channel rather than a risky experiment.

With a fully managed creative and funnel system, the brand now has a reliable growth engine designed to scale with confidence in a regulated market.