Strong brand, leaky funnel —
where does consideration stall?
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Wild is the UK's leading refillable personal care brand — B-Corp certified, recently acquired by Unilever, with 92,000+ Trustpilot reviews averaging 4.6/5. It has strong brand awareness and high branded search volume (60,500 monthly UK searches for "Wild deodorant"). And yet, its subscription model depends on converting consideration into committed repeat purchase — something the current digital channel mix does inconsistently.
This report audits Wild's three primary digital channels through the See-Think-Do-Care framework, identifies where the funnel breaks down, and proposes a structural strategy to reduce friction and grow Customer Lifetime Value.
The convenience-led
conscious switcher.
Wild's core persona is a woman aged 26–35, digitally literate, interested in sustainability — but one for whom sustainability does not outweigh efficacy or convenience. She will switch to a natural deodorant, but only once she is convinced it actually works.
Her primary barrier is performance risk: the "natural" framing signals effectiveness compromise before she has even tried it. Combined with habitual inertia in hygiene categories (automatic repeat purchasing of trusted brands), this creates a conversion wall between consideration and first purchase that digital channels must actively dismantle.
"Wild's problem is not awareness — it's performance scepticism at the point of consideration. Until that's addressed, high traffic doesn't become high conversion."
Three channels,
three structural gaps.
Awareness without enough reassurance
Wild uses TikTok effectively for lifestyle-led discovery — trend formats, creator partnerships, UGC. Social traffic contributes ~10% of site visits, within healthy benchmarks. But short-form content limits Wild's ability to communicate the structured performance proof that the consideration-stage persona needs. Creator messaging lacks consistency in how functional benefits are framed.
Branded dominance, category blindspot
83.9% organic traffic, strong Domain Authority (higher than Fussy, PiperWai, KanKan). But most high-traffic keywords are branded ("wild deodorant", "wild cosmetics") — capturing existing brand demand rather than new category-level users. With Google's AI Overviews generating zero-click results, dependence on branded search creates long-term vulnerability.
Promotional velocity before trust is earned
Wild operates a 7-touchpoint welcome sequence over ~19 days via Klaviyo. The sequence moves too quickly from transactional reassurance to referral and upsell messaging — before new buyers have validated product efficacy. For a category requiring behavioural adjustment, early promotional intensity risks trust erosion and churn.
Reduce friction,
accelerate CLV.
Three structural changes to convert Wild's strong awareness into sustainable subscription growth:
TikTok: structured performance reassurance at the Think stage
Restructure TikTok from a pure awareness channel into a See-Think progression mechanism. At the Think stage: dermatologist partnership content, structured wear-test formats, and ingredient breakdown videos directly address the efficacy barrier. Standardised creator briefs (longevity, sweat control, natural formulation claims) reduce messaging inconsistency and strengthen mid-funnel conversion.
SEO: non-branded keywords and Answer-First structure
Target long-tail, performance-led queries ("does natural deodorant work?", "best natural deodorant for sensitive skin") that reflect high-intent early-stage evaluation. Adopt an Answer-First H2 structure (40–60 word response blocks below performance questions) to qualify for Google AI Overview citations — reducing zero-click vulnerability. Selectively invest in non-branded paid search where conversion likelihood justifies the CPC.
Email: education and social proof before upsell
Redesign the Klaviyo welcome sequence to front-load product education (adaptation period, ingredient transparency, usage tips) and social proof (testimonials, review highlights) before any referral or cross-sell messaging. Deploy promotional content only after behavioural signals indicate satisfaction — measured via open rates, click depth, and early repeat purchase data. Shorten subject lines to mobile-optimisation thresholds.