Company Overview
Escape Plan is a direct-to-consumer travel-gear brand best known for its branded trolley collections created in partnership with lifestyle labels HRX and Rare Rabbit. Operating in the premium luggage and travel-accessories space, the brand targets style-conscious, digitally native travellers who expect both design and functionality. As a D2C business, Escape Plan's growth depends heavily on paid digital acquisition across Meta and Google making paid media efficiency a direct driver of company-wide growth.
Business Impact Highlights
In seven months, NYX turned an underperforming ad account into a growth engine strong enough to help underwrite a $25 million fundraise:
Challenges
Before partnering with NYX, Escape Plan faced multiple growth constraints limiting its ability to scale efficiently as a D2C brand:
Challenge | What Was Happening |
Declining ROAS (1.95) | ROAS declined as spend scaled, exposing inefficiencies in the existing scaling framework. |
Low Google CTR (1.97%) | CTR sat below benchmark, pointing to gaps in creative relevance and keyword targeting. |
Landing Page Drop-offs | High bounce rates and low conversions revealed friction in the user journey. |
Meta Catalog Underused | Meta's catalog sales format was not leveraged, limiting automated product discovery. |
Under-utilised Remarketing | A thin remarketing strategy meant significant loss of engaged, unconverted users. |
Weak Creative Call-outs | Creatives lacked clear visuals and messaging, weakening Escape Plan's premium positioning. |
NYX Solution
NYX designed a holistic, AI-driven strategy to strengthen Escape Plan's digital growth and brand positioning, sequenced across three phases so every rupee spent later in the funnel worked against a warmer, better-qualified audience:
● Phase 1 - Foundation (Awareness): Broad Meta and Google campaigns built market penetration and brand visibility over several weeks.
● Phase 2 - Driving Action (Conversion): Conversion-driven campaigns were introduced progressively, leveraging audience data from the foundation phase to capture qualified leads and sales.
● Phase 3 - Refinement (Ongoing Optimisation): Iterative revisions to creatives, pricing models, targeting parameters, and campaign structure drove continuous, compounding gains.
Execution centred on five growth levers, powered by NYX's AI performance marketing platform-Xeno:
● Creative & Branding Overhaul - Brand messaging and creatives were refined to reflect modern travel and functionality, giving HRX and Rare Rabbit trolleys a premium visual identity.
● Paid Media Optimisation - Meta and Google performance was rebuilt through AI-driven optimisation and continuous testing across both channels.
● Full-Funnel Growth Engine - Tiered retargeting was implemented to recover engaged-but-unconverted users and drive repeat purchases.
● AI-Powered Performance Copilot - The NYX AI Copilot - Campluse delivered real-time account-, campaign-, and creative-level recommendations — flagging spend wastage and CTR drop-offs as they happened, so the team could act immediately rather than waiting on a weekly report.
● Creative Creation & Implementation - Scalable, platform-ready creative assets were built and iterated specifically for Escape Plan's key acquisition channels.
Business Impact
NYX's targeted interventions delivered measurable improvements across Escape Plan's key performance metrics within months, a durable step-change, not a temporary spike.
Meta and Google ROAS — before vs. after.
Blended ROAS trajectory across the 7-month engagement.
Meta CTR lift following the creative and targeting overhaul.
NYX significantly improved paid media efficiency and revenue performance by optimising campaign strategy across Meta and Google. Blended ROAS increased from 1.08 to 7.08, while revenue grew by 104%. Meta ROAS reached 7.33x, Google ROAS improved to 6.84x, and Meta CTR increased from 1.97% to 2.67%, demonstrating stronger engagement and more efficient media performance.
Key Takeaway
Escape Plan's engagement with NYX shows what happens when AI-driven performance marketing, premium creative storytelling, and full-funnel strategy are executed as one connected system. In seven months, blended ROAS grew from 1.08 to 7.08 and revenue nearly doubled proof of efficient, not just fast, growth. That combination of durable unit economics and topline momentum became a core data point in Escape Plan's investor narrative, directly supporting its subsequent $25 million fundraise.
