Obvi’s $50M Meta Ad Blueprint: What Still Works in 2025

In this episode of D2C Diaries, Loukas is joined by Ash Melwani, CMO and co-founder of Obvi, one of the most transparent and battle-tested operators in DTC. Ash breaks down the exact Meta strategy that took Obvi to $1M/month in revenue, and the moment it all fell apart.You’ll learn:- The Meta playbook Obvi used to scale with static ads- Why Meta performance collapsed overnight (and what they missed)- How Andromeda and health category crackdowns hit hard- Their pivot to creative volume, video-first strategies, and cross-channel diversification- What’s working right now and why you can’t rely on Meta alone anymoreFrom $50M in spend to platform restrictions and a creative overhaul, Ash shares the raw lessons and tactical pivots every brand needs to hear in 2025.00:00 Obvi’s origin story and early creative focus02:50 Why Ash shares everything publicly05:30 The 2024 strategy that drove $1M/month in spend08:00 Business manager restrictions10:15 Diversifying content and channels12:00 Meta over-reliance 14:15 Building an organic foundation before running paid15:16 TikTok for awareness + testing23:55 Learnings from retail 32:00 IRL events = retention + golden cohort36:25 Full creative mix40:00 AI content should look intentionally AI42:45 Strategic volume on Meta45:11 Why engagement matters more than ever49:50 Ash’s tech stack & tools he uses weekly54:12 His thoughts on exit55:10 What Ash would build next if he started overFollow  @AshvinMelwani :https://x.com/ashvinmelwanihttps://www.linkedin.com/in/ashvinmelwani/Follow  @myobvi  https://myobvi.com/https://www.facebook.com/myObvi/https://www.instagram.com/obvihttps://www.tiktok.com/@obviFollow Olly on socials:LinkedIn: https://shorturl.at/kPrqOTwitter: https://x.com/oliverwhudsonFollow Loukas on socials:LinkedIn: https://shorturl.at/TRI8BTwitter: https://x.com/LoukasHambiFollow D2C Diaries on socialsTikTok: https://www.tiktok.com/@d2c.diariesInstagram: https://www.instagram.com/d2c_diaries/

There are no comments yet.

Please log in to write the first comment.