58% Increase in Contribution Margin
97% Increase in Net Sales
98% Increase in New Customers
About the Brand
Calm Over Chaos is a UK-founded stationery brand that turned colouring books, glitter pens and alcohol markers into a mindfulness ritual, built from a one-woman bedroom startup into a brand with 40,000+ customers worldwide and over 75,000 orders shipped. Its identity is rooted in mental wellbeing and inclusivity, from diversity-led skin-tone marker sets to affirmation-driven colouring books and it's earned a viral following, with over 50 million views across TikTok and Instagram. That combination of purpose-led product and organic virality has made it one of the standout names in the "creative wellness" stationery space.
Despite that organic momentum, Calm Over Chaos was struggling to scale its Meta account profitably, hitting recurring efficiency issues that ate into margins as spend increased. The brand's organic content was genuinely excellent and a big driver of its following, but none of that creative strength was translating into the paid account - the ads running just didn't reflect the quality or voice that had built the audience in the first place. That gap between organic creative performance and paid account efficiency is what brought Calm Over Chaos to Prospa.
The Challenge
Building a Paid Creative Engine to Drive Growth
The ad account already showed strong signals, and organic content had carried the brand through its first major phases of growth; that foundation, and the audience it had built, gave us a real head start. To hit Calm Over Chaos's growth goals, we needed to embed the Prospa team fully and build a creative machine capable of consistent output: enough volume to keep the account fed, hit in-platform efficiency metrics, and unlock macro growth. This is a genuinely creative brand, which made the challenge harder but also pushed us to think well beyond the standard paid social playbook.
Matching the Tone and Pace of the Organic Brand in Paid
Founder Millie had built a distinctive, unmistakable brand identity through organic, our job was to translate that into paid without losing what made it work. At the same time, we needed to expand the range of creative concepts, formats and angles well beyond what organic alone could sustain. As Meta's platform has evolved, that kind of creative diversification has become essential to both new customer acquisition and long-term account health.
Growing New Customer AOV on a Low Price-point Range
Profitable growth meant lifting AOV, so we focused on bundling and clearer offers, backed by paid creative built to reinforce them. Our early target was to push average order value toward the £40 mark, giving us room to scale budgets while protecting first-purchase profitability. The product range made this achievable, Calm Over Chaos's items complement each other naturally, making bundles feel intuitive rather than forced.
Holding Steady through Peak Sale Periods without Discounting
Calm Over Chaos is firmly anti-discount, and we back that stance completely - the quality and originality of the product range is exactly why price cuts would do real damage to the brand equity they've built. We share that conviction, but it's not without its challenges, particularly with competitors in the space leaning hard into discounting during peak periods.
Our Solutions
Increasing the volume of intentional, targeted content
The account needed volume, but volume tied deliberately to new customer personas, pain points and offers - not just more content for its own sake. Prospa was brought in to build an ad account engineered for new customer growth, unlocking fresh market segments and speaking directly to new customer cohorts through strong, purpose-built creative. With a product range this strong, striking, colourful, high-performing creative followed naturally.
Working closely with the brand team to protect positioning
Extending the momentum built through organic was as much an opportunity as a challenge. We wanted the ad account to feel like a genuine extension of that organic presence - which is exactly what Calm Over Chaos's loyal customer base expected to see. Every piece of creative was built to represent the products, and the brand, properly.
Building a new customer offer strategy to lift AOV
Our creative work centred on bundles and complementary offers designed to drive gradual, sustainable increases in AOV. Higher AOV meant greater profit, which we reinvested into ad spend and product to fuel further growth. AOV is now stable, backed by an offer angle that consistently resonates with new customers.
Disciplined pacing across budget and creative
Consistent, deliberate pacing of both budget and creative has driven steady growth over the last 12 months, including capturing increased buyer motivation during peak season without ever relying on discounts. This approach has kept growth efficient throughout, protecting the brand's unit economics at every stage, particularly when scaling spend behind new stock, which can quietly erode profitability if not managed carefully.
The Results
58% Increase in Contribution Margin
97% Increase in Net Sales
98% Increase in New Customers
Client Feedback
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