From Ground Coffee to Groundbreaking Growth: How We Brewed Up a 141% Revenue Boost for VitaCup

Slim Protein Coffee Launch: $39,758 Revenue

Sleep Fuel Launch: $1,013.48 Revenue

82% Increase in Meta Ad Spend (Dec-Feb)

151% Increase in Meta Revenue (Dec-Feb)

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About VitaCup

VitaCup, founded by Brandon Fishman in 2017, emerged as a trailblazer in the wellness industry by infusing essential vitamins and superfoods into everyday coffee and tea.

As the leading provider of superfood-infused coffee products in the country, VitaCup offers a range of pods, bags, and instant sticks to cater to various health benefits, making wellness both accessible and enjoyable. In our partnership with them we focused on amplifying their market presence and sales through paid advertising on Meta and TikTok, with the goal of surpassing the leading giants in the supplement space.

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Expanding Reach While Ensuring Profitability

Increased Meta Revenue by


from December to February

Expanding Reach While Ensuring Profitability

VitaCup came to Structured with a clear goal: to scale on platforms like Meta and TikTok. Positioned in a competitive market alongside sizable supplement brands, the challenge was not just about expansion but doing so profitability. The issue though, was a lack of creative diversity and strategic roadmap that could effectively be spread across a limited budget towards their product catalog.

From the start, we knew that the account was in dire need of fresh, engaging content that resonated with their ideal target audience. This meant a deep dive into VitaCup's diverse product range, each offering unique health benefits and developing a creative testing strategy that prioritized key products that had the highest market potential.

What were the pain points?

The main challenge here: VitaCup's expansive product range required targeted creative strategies to effectively convey each product's unique benefits. There was an absence of comprehensive creative testing, which led to a lack of engaging and diverse content that could get the interests of their target audience. In addition, there was also no clear, actionable strategy for scaling their business through paid advertising, which was important given VitaCup's goal to compete with larger brands in the supplement industry.

So VitaCup face three important questions:

  • How to craft and test creative content that resonated with the distinct benefits of each product?
  • How to implement a scalable advertising strategy that was optimized for budget allocation across product lines?
  • How to enhance current landing pages to reflect ad messaging and improve user experience and conversion rates?
  • Inconsistent Customer Experience

An important note about their landing page optimizations was that their existing pages lacked alignment with their ad campaigns, leading to a disjointed customer journey from ad click to conversion. This highlighted the necessity for a focused approach to Conversion Rate Optimization ensuring that landing pages not only matched the advertising message, but also gave a seamless user experience.

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How did we do it?

How did we do it? We put focus on their top-selling products, identifying the need for diverse creative content to boost sales. This included a variety of concepts from benefit callouts to social proof across multiple formats including static images, GIFs, and videos. By rigorously testing these creatives and selecting the best ones for evergreen ad sets, we laid the groundwork for sustained growth.

Building on this made the next steps easy:

Customized Creative Strategy:

We adopted a data-driven approach, analyzing each creative's performance. This helped us refine and tailor messages that resonated deeply with VitaCup's audience, ensuring that each piece of content had a clear and compelling narrative that aligned with the brand's values and product benefits.

Diversification of Creative Content:

Expanding our creatives, we incorporated user-generated content (UGC) and introduced new video content that significantly outperformed existing benchmarks, achieving ROAS figures above 2-3x since their launch. The diversity in content types ensured that VitaCup's messaging remained fresh, relevant, and engaging, catering to a broad spectrum of consumer preferences and behaviors.

Iterative Creative Optimization:

With a robust foundation in place, we could now iterate and optimize. By focusing on high-performing creatives and refining our strategies based on real-time data, we were able to enhance the effectiveness of our campaigns, ensuring that VitaCup's advertising efforts were not only efficient but also scalable.

Leveraging Advanced Campaign Strategies:

Our strategic planning extended to the introduction of A+ campaigns and a strong focus on remarketing ad sets. This meant capturing bottom-of-funnel traffic to convert warm leads. As a result our multi-tiered approach to campaign management allowed us to scale VitaCup's advertising spend effectively, growing from $25K in December to $44K in February, all while maintaining and even improving efficiency.

The success of VitaCup's campaign was not solely due to creative content or strategic ad placements but also to our attention to landing page optimization. By aligning landing pages with ad messaging, we ensured a seamless transition from ad to conversion, significantly enhancing user experience and conversion rates. This holistic approach drove VitaCup's growth and established it as a leader in the coffee market.

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Account Overview

We Inherited an Account That Had:

  • Lack of creative testing, limiting the variety and impact of advertising content.
  • Under usage of A+ and focus on narrow audiences that can't be scaled
  • Narrow audience targeting, hindering reach and growth opportunities.
  • Lack of prioritization among VitaCup's diverse product range, diluting ad spend effectiveness.

What We Implemented for VitaCup:

Focused Creative Strategy:

Concentrated efforts on VitaCup's top 3-4 best-selling products, developing a range of creatives that highlighted each product's unique benefits through various formats, including static images, GIFs, and videos.

Advantage+ Campaign Utilization:

Leveraged Advantage+ campaigns to scale the reach of successful creatives and introduce new product launches, ensuring dynamic and growth-focused advertising.

Continuous Performance Optimization:

Implemented daily monitoring and adjustments to ad performance, allowing for real-time optimization and the maximization of ad spend efficiency.

Expansion into User-Generated Content (UGC):

Incorporated UGC to enhance authenticity and relatability, leveraging real customer experiences and testimonials to strengthen the brand narrative and connect with the audience on a personal level.

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Main points to note:

Focus on Creative Diversity:

Diversify your creatives by exploring a variety of formats and messages. Tailor your content to highlight the unique benefits of each product, engaging your audience with relevant and compelling narratives.

Incorporate User-Generated Content (absolutely key):

UGC adds authenticity to your brand. Use it by leveraging customer testimonials and real-life experiences to build trust and encourage conversions.

Prioritize Strategic Scaling:

Allocate budget towards high-performing creatives and optimize ad placements to ensure efficient use of resources. This targeted approach helps maintain profitability as you expand your reach.

Optimize Landing Pages for Conversion:

Align your landing pages with your ad messaging to ensure a seamless user journey. Invest in CRO to enhance the customer experience, leading to improved conversion rates and customer satisfaction.

Expand Your Audience Reach

Utilize Advantage+ campaigns to extend your reach beyond narrow audience segments. Broadening your targeting strategy can capture a more diverse customer base without losing the personalized touch of your marketing efforts.

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The Outcome?

Slim Protein Coffee Launch: $39,758 Revenue

Sleep Fuel Launch: $1,013.48 Revenue

82% Increase in Meta Ad Spend (Dec-Feb)

151% Increase in Meta Revenue (Dec-Feb)

If you’re looking to elevate your brand and achieve long term sustainable growth, we’d love to discuss how our expertise can drive your success. Enter your details below, and let’s start the conversation!