- Revenue up 1200%
- Orders up 1100%
- Blended ROAS up by 26%
- NCROAS up by 20%
Background
Hydrava, founded in January 2025, is revolutionizing hydration with a clean, high-electrolyte formula that tastes as good as it looks. Unlike many competitors, their products are sugar-free, packed with essential minerals, and designed to help customers feel truly hydrated without the unnecessary additives.
Hydrava partnered with us after a disappointing launch with another agency, where NCPA was unprofitable, creatives missed the mark, and the brand wasn’t reaching its potential. Just six months later, after selling out twice, Hydrava is now scaling aggressively, developing new products, and working hard to keep up with demand!
We inherited an ad account with lots of different campaigns, traffic campaigns, , a brand awareness, an ASC, and more. The first thing we needed to do was consolidate this, chop it down, and minimise overlap. All of these campaigns were hitting the same customers.
We turned everything off and started fresh with a CBO campaign on a broad audience - The days of audience targeting are over, consolidation and simplicity is key.
We built out a creative feedback loop, constantly monitoring hook rates and hold rates of our video creatives, as well as conversion metrics such as CPA. This allowed us to remove the guesswork and spend all of our time producing new assets based on what was already working.
By leveraging this approach, we not only scaled aggressively, but also gathered valuable data on which specific creatives resonated with their customer.
We focused on refining the creative strategy, the key to driving results. Through market research, we identified a common objection to electrolyte drinks - taste. Consumers often find them too salty or undrinkable. To address this, we collaborated with the client to create fun, street-style interviews and taste reaction content in Manchester, showcasing honest consumer reactions.
This approach has led to exceptionally low CPCs since launch, alongside profitable CPAs. It has also sparked incredible engagement with our ads, benefiting both social proof and the algorithm!
Revenue up 1200%
Orders up 1100%
Blended ROAS up by 26%
Offer Testing
Early in our partnership, we collaborated with the client to refine the most important thing: Offer. While soft metrics looked promising, the conversion rate was low, with a significant drop-off between clicks and sales. After testing multiple offers, we found the winning formula, resulting in a consistent 5% conversion rate and a significantly improved CPA on Meta.
The biggest needle movers are always outside of the ad account.
True alignment with the client - They trust us to do our job without micromanaging or focusing on irrelevant details like attribution. They provide what we need and collaborate with us to scale revenue effectively.
- Super consolidated account
- One test/scale CBO campaign. We test in adsets and copy winning post IDs over to the scaling adset. Our aim is to consolidate learnings in as little adsets as possible.
- This is also optimal as bad creatives simply do not spend, only winners spend which means we are as efficient as possible
- Utilising CLICK ONLY attribution - We want to train our ad account to become smarter, and optimise based on clicks > purchases rather than views > purchases. View attribution is only good for your ego.
Hear from our partners
- Always be as consolidated as possible - Gone are the days of needing a new campaign weekly, creative strategy moves the needle. Less campaigns results in a cleaner, easier to manage approach meaning we can spend our time on what really matters.
- Going as broad as possible with targeting, as soon as possible - We should be aiming to go broad with targeting as soon as possible - Every sale you achieve on a broad audience makes the machine algo much smarter
- Don't force spend on ads, at any level of your ad account - You don't need to be forcing spend on creatives, if meta isn’t pushing spend to them, you already have your answer. Let the machine go to work and do its thing.
- Utilise Catalog ads correctly - We should always use catalog DPAs, but be aware of the role they play in your ad account and don’t try to scale them too hard - They push people over the line.
- Creative diversification is KEY - Creative is our targeting now - This is how we tap into different pockets of our audience, by utilising new creative formats.
.png)
.png)