From Uji to your cup
( 00-01 )
ABOUT THE PROJECT
The brief was clear, grow paid while keeping CAC in check. Accounts were flat, targeting was too broad, and creative was not mapping to intent. Tracking was noisy, so winners were hard to spot and budgets drifted. Result, spend without steady subscriptions or predictable D2C sales.
We rebuilt paid media as a repeatable engine for Oneight. On structure, we split prospecting, warm, and remarketing with clear exclusions and frequency control. On targeting, we mixed interest and lookalike stacks for matcha, coffee capsules, wellness, and lifestyle, then layered geo around Madrid and key event cities. On creative, we set a testing matrix with hooks, product in hand, prep sequences, benefit callouts, and UGC cutdowns, rotating formats for reels, stories, and short video. On offers, we tested starter packs, first order codes, and subscription nudges to lift intent. On measurement, we cleaned conversion events, tightened UTMs, and read results by funnel stage, placement, and city so budget could shift to what converted. Search captured brand and high intent queries, while remarketing followed add to carts and product viewers with fresh proof and short deadlines.
Outcome, lower CAC, stronger add to carts, more subscription starts, and a paid program that scales with clarity.
( 00-02 )
CHALLENGES
Paid was busy but not effective. Campaigns overlapped, CAC crept up, and subscriptions stalled. Audiences blended, placements were too wide, and creative did not match intent. Attribution was messy across Meta, TikTok, and checkout, so budget chased noise. Event spikes from Matcha House did not turn into sustained online sales.
We turned paid into a clear acquisition system. First, we reset tracking and naming so every click, add to cart, checkout, and subscription start was readable by funnel stage. We rebuilt the account with separate prospecting, consideration, and remarketing, hard exclusions, and frequency caps. Targeting combined lookalikes from purchasers and subscribers with interest clusters for matcha, capsules, wellness, and lifestyle, then added geo and dayparting around Madrid and priority cities.
( 00-03 )
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