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 anymore

From $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 focus
02:50 Why Ash shares everything publicly
05:30 The 2024 strategy that drove $1M/month in spend
08:00 Business manager restrictions
10:15 Diversifying content and channels
12:00 Meta over-reliance
14:15 Building an organic foundation before running paid
15:16 TikTok for awareness + testing
23:55 Learnings from retail
32:00 IRL events = retention + golden cohort
36:25 Full creative mix
40:00 AI content should look intentionally AI
42:45 Strategic volume on Meta
45:11 Why engagement matters more than ever
49:50 Ash’s tech stack & tools he uses weekly
54:12 His thoughts on exit
55:10 What Ash would build next if he started over

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