Wellness Brand (Hydration Formula)

The Story

A functional beverage powder brand with a contrarian “high sodium” formula. Word of mouth carried them to $500K/month, but scaling ads was tricky — how do you sell salt at $1/packet without sounding gimmicky?

Our Playbook

  • Creative Testing: Positioning shifted from “hydration powder” to “scientifically correct salt levels for performance.” We ran science-backed hooks like: “Your sports drink is lying to you.”

  • UGC + Influencers: Built pipelines with podcasters, CrossFit athletes, and micro fitness influencers. Podcast ads converted at 6x better than traditional display.

  • Meta Ads: Stopped lifestyle shots. Used “taste test” UGC + doctor breakdowns on why sodium matters → dropped CAC 40%.

  • Snapchat: Targeted gym enthusiasts with direct offers (“free sample pack, just pay shipping”). High ROAS due to cheap CPMs.

  • Retention: Subscription program anchored on “never run out of electrolytes.” Renewal gift strategy extended LTV by 60%.



Results

  • Revenue scaled from $500K → $5M/month in 14 months.

  • CAC dropped from $48 → $16.

  • Subscriptions = 65% of total revenue.


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