Onest
1.2M+ Amazon Impressions & Dominant Digital Launch
Platform
Meta Ads
Industry
FMCG / Energy & Beverages
Service
Omnichannel Traffic Generation & Brand Awareness
About the Brand
Onest
Launched this year, Onest is a disruptive new entrant in the highly saturated beverage market, offering bold flavors like Mango Lime, Tropical Peach, and Apple Berry. They aren’t just selling another drink; they are building a modern, lifestyle-focused brand designed to stand out on the shelf and in the digital feed.
What Were They Struggling With?
- As a brand-new player launching this year, they had zero digital footprint and needed to break through a fiercely competitive beverage market.
- Direct-to-Consumer (DTC) Meta campaigns optimized for purchase conversions were stalling; the low Average Order Value (AOV) of beverage 12-packs made it nearly impossible to maintain a profitable direct ROAS.
- They needed a way to build massive market awareness and capture demand without burning cash on forced Meta purchases that weren’t scaling.
Our Approach
What we did
for them?
We completely pivoted the strategy. Instead of forcing Meta to act as a direct-sales channel for a low-AOV product, we turned it into a high-velocity awareness engine and funneled that high-intent traffic directly into Amazon to capture marketplace market share.
Creative Repositioning
The Creative Fix
We moved away from hard-selling DTC conversions. Instead, we gamified the brand entry, launching interactive "Flavour Vote" lead generation campaigns to build an owned community, capturing customer preferences before they even made a purchase.
Awareness Funnel
The Funnel Architecture
We built a hybrid omnichannel funnel. Top of Funnel was owned by Meta, pushing high-reach awareness and driving Instagram Profile Visits to establish brand legitimacy. Bottom of Funnel intent was captured on Amazon, utilizing Sponsored Products and Brand Defense campaigns to intercept buyers searching for new energy drinks.
Budget Reallocation
The Spend Strategy
We ruthlessly cut the failing Meta purchase campaigns. We shifted the budget into highly efficient TOF Meta campaigns, driving Amazon-bound traffic for as little as £0.30 per landing page view. On the Amazon side, we scaled campaigns around their top performers, like the Mixed 12-Pack, which consistently drove volume.
Audience Expansion
The Scale Play
We didn't just blanket the internet; we targeted specific community touchpoints. We ran localized awareness campaigns, like the Liverpool Street push, and scaled Instagram engagement campaigns that brought in thousands of profile visits, ensuring the brand looked established from day one.
The Creative Fix
We moved away from hard-selling DTC conversions. Instead, we gamified the brand entry, launching interactive "Flavour Vote" lead generation campaigns to build an owned community, capturing customer preferences before they even made a purchase.
The Funnel Architecture
We built a hybrid omnichannel funnel. Top of Funnel was owned by Meta, pushing high-reach awareness and driving Instagram Profile Visits to establish brand legitimacy. Bottom of Funnel intent was captured on Amazon, utilizing Sponsored Products and Brand Defense campaigns to intercept buyers searching for new energy drinks.
The Spend Strategy
We ruthlessly cut the failing Meta purchase campaigns. We shifted the budget into highly efficient TOF Meta campaigns, driving Amazon-bound traffic for as little as £0.30 per landing page view. On the Amazon side, we scaled campaigns around their top performers, like the Mixed 12-Pack, which consistently drove volume.
The Scale Play
We didn't just blanket the internet; we targeted specific community touchpoints. We ran localized awareness campaigns, like the Liverpool Street push, and scaled Instagram engagement campaigns that brought in thousands of profile visits, ensuring the brand looked established from day one.
Outcomes & Results
The Numbers Speak For Themselves
We successfully launched a brand-new FMCG product, bypassing the DTC profitability trap to build massive digital real estate and marketplace dominance.
1.26M+
Amazon Impressions
Dominated marketplace visibility for a brand new product, generating 1,267,444 impressions and securing crucial early traction.
120k+
Meta Reach & 3,500+ Profile Visits
Flooded the top of the funnel with hyper-targeted brand awareness, reaching 120,733 unique users and driving 3,518 high-intent profile visits to validate the brand.
£0.85
Cost Per Lead via "Flavour Votes"
Successfully built a proprietary first-party data list, capturing 274 community leads for less than a pound each, setting up highly profitable future email flows.
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