Scaling Culture.
Delivering Ireland.
How we helped MyIrelandBox grow their subscriber base by over 3x, defying industry churn through high-frequency creative and founder-led storytelling.
The Impact
A long-standing partnership (since 2023) that turned a small business into a global subscription powerhouse.
Channels
- Meta Ads (Exclusive)
- Email Marketing
- Facebook Community
Output
- 20+ Ad Variations/mo
- 3 Unique Emails/wk
- Weekly Web Updates
Community
- Thousands of Members
- High Engagement
- Founder-Led
Partnership
- Start: Mid-2023
- Growth: +75% YoY Revenue
The Context
The subscription box industry faced a reckoning post-pandemic. Rising logistics costs and consumer fatigue led to high churn across the board. MyIrelandBox needed to defy this gravity.
When we started in 2023, they had a modest subscriber base. The challenge wasn't just to find new customers, but to build a brand so sticky that churn wouldn't matter. We identified their secret weapon: the founder's passion and the incredible story behind each curated box.
The goal was aggressive growth in MRR while navigating rising operational costs. We needed a strategy that relied on deep emotional connection rather than just discounts.
The Solution
Community-Led Growth
We placed the founder as the face of the brand, leading the charge in awareness. By growing a private Facebook group to thousands of members with 40% weekly engagement, we turned customers into a tribe. This emotional moat protected the business from industry-wide churn.
High-Frequency Creative
Scale requires freshness. We produce 10-20 unique ad variations every month and send 3 unique emails weekly, ensuring the message never goes stale.
Weekly Iteration
We meet weekly to discuss bottom-of-funnel metrics—no vanity numbers allowed. The website is updated weekly to reflect new themes and offers.
Subscription Resilience
While the industry suffered from rising costs, MyIrelandBox thrived. Our continuous acquisition work ensured that new subscriptions always outpaced churn, protecting the baseline and allowing MRR to climb by 75% year-over-year.
Visual Proof
The Content Engine
Consistency is key. 20 variations a month and 3 emails a week keep the brand top-of-mind, driving constant acquisition to fuel the subscription model.
Outpacing Churn
Rising costs usually kill subscriptions. By keeping acquisition volume high and churn stable through community loyalty, we grew MRR by 75%.
Performance Deep Dive
Monthly Recurring Revenue
Joint Collaboration.
Continuous Iteration.
We don't work for MyIrelandBox; we work with them. Through weekly strategy calls and constant feedback loops, we found the key message that allows this brand to scale in a tough market.
Daily WhatsApp & Slack
Real-time collaboration for instant approvals and creative brainstorming.
1-Hour Weekly Sync
Focused purely on bottom-funnel metrics and conversion.
"Blackbird understands our story better than anyone. They amplified our voice and built a community engine that keeps our business growing despite market headwinds."