1️⃣ Initial Research & Strategic Planning

The food and beverage niche requires deep emotional connection and sensory-driven content. I began with:

• Brand Analysis: Identified standout features like organic ingredients, unique flavors, fast delivery, or dietary appeal (e.g., vegan, keto, gluten-free)
  
  
• Audience Persona Development: Pinpointed ideal buyers — health-conscious consumers, busy professionals, families, and gourmet snackers
  
  
• Competitive Audit: Reviewed successful DTC F&B brands for pricing, messaging, and creative hooks
  
  
• Goal Mapping: Built a funnel to highlight taste, quality, convenience, and health benefits
  
  

2️⃣ Audience Targeting Strategy

I built a multi-tiered targeting strategy focused on behavior, intent, and lifestyle:

• Interests: Organic food, meal kits, specialty beverages, healthy eating, clean ingredients, fitness, cooking shows
  
  
• Behaviors: Frequent online grocery shoppers, subscription box buyers, health product purchasers
  
  
• Custom Audiences: Past website visitors, video viewers, cart abandoners, and high AOV purchasers
  
  
• Lookalikes: Based on top 10% of purchasers, high LTV users, and social engagers (1%, 3%, and 5% LALs)
  
  
• Demographics: Narrowed to age 25–55, urban dwellers, and premium buyers in top-performing geos
  
  

3️⃣ Campaign Funnel Structure

To drive full-funnel efficiency, I built campaigns aligned to buyer journey stages:

• Top of Funnel (TOF): Tasty, high-quality visuals showcasing product prep, snack shots, and kitchen moments
  
  
• Middle of Funnel (MOF): Customer testimonials, influencer reviews, unboxing clips, and “what’s inside” features
  
  
• Bottom of Funnel (BOF): Urgency-based offers (free shipping, bundle deals), Dynamic Product Ads, and limited-time promotions
  
  

Campaigns used CBO and broad Advantage+ placements to scale across Meta surfaces.

4️⃣ Creatives & Messaging Strategy

Food sells with visual and emotional appeal — I crafted creatives that hit all senses:

• Video & Reels: Tasty prep shots, real customer reactions, UGC taste tests, and lifestyle pairings
  
  
• Carousels: Highlighted flavors, ingredients, and product benefits in snack-sized frames
  
  
• Copywriting Style: Conversational, crave-inducing, and benefit-rich — e.g., “Snack better. Live fuller.” or “No additives. Just pure flavor.”
  
  
• Hooks: “Made for mindful snacking,” “Only 3g of sugar,” “Chef-crafted. Ready in minutes.”
  
  
• Trust Cues: Verified reviews, nutrition highlights, certifications (non-GMO, USDA Organic, etc.)
  
  

5️⃣ Technical Setup & Tracking

Flawless data collection ensured performance insights and accurate attribution:

• Meta Pixel: Tracked ViewContent, AddToCart, InitiateCheckout, and Purchase
  
  
• Conversions API: Implemented for improved signal resilience
  
  
• Dynamic Product Ads (DPA): Powered retargeting based on cart and view activity
  
  
• Landing Page Optimization: Focused on speed, mobile responsiveness, sticky CTAs, and value propositions above the fold
  
  

6️⃣ Optimization & Scaling

I refined the campaign daily based on performance signals:

• A/B Testing: Headlines (“Healthy can taste good too” vs. “Snack Smarter”), creatives (motion vs. stills), and price anchoring
  
  
• Audience Expansion: Scaled best performers with broader interests and LAL stacking
  
  
• Creative Refresh: Rotated fresh creatives weekly — new flavors, seasonal offers, and influencer-driven content
  
  
• BOF Segmentation: 1D, 3D, and 7D retargeting with urgency ads and discounts
  
  
• Scaling Method: Budget increased on proven ad sets; duplicated top winners into fresh testing groups
  
  

7️⃣ Offer Structure & Conversion Boosters

Enticing offers helped push conversions and increase AOV:

• Bundles & Sampler Packs: “Try all flavors” or “Family Snack Box” promotions
  
  
• Time-Limited Offers: Flash sales, countdown timers, and “limited seasonal flavors”
  
  
• Free Shipping Threshold: “Free shipping over $40 – Grab your favorites now!”
  
  
• Social Proof: UGC videos, influencer reactions, star ratings, and “as seen on” logos
  
  
• Subscription Push: Auto-delivery discounts (“Save 15% when you subscribe”) for retention
  
  

✅ Final Results

Thanks to a strategic blend of crave-worthy creative, refined targeting, and data-led scaling:

• Total Ad Spend: $28,000
  
  
• Revenue Generated: $589,000
  
  
• ROI: 21x
  
  
• CPA Drop: 42% reduction in cost per purchase over the course of campaign
  
  
• Blended ROAS: Maintained over 20x+ while scaling
  
  

🍽️ Outcome:
A high-performing campaign that successfully combined appetite appeal with conversion-driven performance. The funnel is now primed for long-term scaling and repeat-purchase optimization.