Say No To Stress

Hugz Weighted Animals — created by entrepreneur, creator, and mental health advocate Lexi Hensler — offers a fresh, heartfelt approach to emotional support. When Hugz came to Igloo, the brand was brand new and looking for a hands-on, affordable partner who could help them move from the early foundational steps into becoming a real pioneer in the emotional wellness space.

With no legacy data and demand already rising, Hugz needed both creative guidance and a scalable performance engine — all while staying profitable on first purchase and maintaining the brand’s warmth and authenticity. The challenge was to scale fast, protect CAC, and build a creative strategy that spoke to a wide emotional spectrum: stress relief, grounding, sensory comfort, nostalgia, and gifting moments.

Our Work Together

We built a full-funnel acquisition system across Meta and Google, optimising daily to maintain strong ROAS while supporting aggressive growth. On the creative side, we shaped the storytelling behind the “Say No To Stress” campaign and developed an iterative testing framework exploring new emotional narratives, visual styles, hooks, and gifting concepts.

To sharpen insights over time, we integrated Upspring.ai into the workflow, helping Hugz better understand what creative directions truly resonated. As the brand scaled, we expanded into forecasting and efficiency modeling — establishing budget guardrails that protected CAC even during heavy spend periods.

The Impact

Hugz has become one of Igloo’s fastest-growing partnerships, achieving:

• 206% growth from Year 1 to Year 2
• 246% growth from Year 2 to Year 3

This growth was paired with strong ROAS, disciplined account structure, and a creative engine built to evolve with the brand.

With a mission rooted in emotional wellbeing and a performance foundation built for longevity, Hugz is poised for even bigger expansion ahead — and we’re proud to be part of the journey.

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