Nutrion|Plant Based

This plant-based nutrition brand had a loyal customer base and strong word-of-mouth—but growth from paid channels was stalling. Their ads leaned too heavily on ingredient lists and lacked emotional resonance. Worse, first-time customers weren’t converting profitably enough to scale.
They didn’t need louder ads. They needed smarter acquisition.

Our Focus

1. Lead With Outcomes, Not Ingredients
   We shifted the messaging from “pea protein + ashwagandha” to “energy that doesn’t crash,” “gut health without bloating,” and “daily protein without dairy.” The goal was to move beyond product specs and into life-enhancing benefits.
2. Creative Built for Scrolls
   We tested performance-driven formats like UGC testimonials, “What I Eat in a Day” routines, and visual comparisons vs. whey. Short-form, story-led videos outperformed static by 3.4x in CTR.
3. Landing Pages That Educate + Convert
   We introduced modular landers focused on key concerns—energy, digestion, recovery—with FAQs, review blocks, and product comparisons. These replaced generic PDPs and improved the buying experience dramatically.

• CAC dropped by 17% across Meta and Google combined
• New customer revenue grew by 31%, driven by better AOV and conversion rates
• Landing page CVR improved by 38% vs. prior PDPs
• Blended ROAS held steady at 2.4, vs. prior PDPs despite a 25% increase in spend

Why It Worked
Plant-based products often compete on labels. We helped this brand win on outcomes—and connect with consumers who care more about how they feel than what’s inside the tub.