Electro Gum
Scaled Subscription Growth & Market Education via Strategic Creative Volume
Platform
Meta Ads
Industry
Sports Nutrition & CPG
Service
Paid Ads & Creative Strategy
About the Brand
Electro Gum
Electro Gum is the world’s first electrolyte hydration gum, engineered for speed, recovery, and focus. Featuring a unique liquid-core format, it delivers fast-acting hydration without the sugar, calories, or crash associated with traditional sports drinks. Already trusted by over 130 pro athletes and 10,000 college athletes, the brand provides ultimate on-the-go convenience for high-performers.
What Were They Struggling With?
- They weren’t just selling a product; they were trying to create an entirely new category. Educating consumers to chew their electrolytes instead of drinking them requires massive, continuous creative output.
- Standard image ads weren’t enough to explain the science and performance benefits of the product.
- Like most CPG brands, relying purely on single-purchase direct-to-consumer sales limits profitability. They needed a strategy to build predictable recurring revenue through subscriptions.
- They needed a partner who could manage both the high-level ad buying and the granular, week-to-week creative direction to keep the brand relevant and growing.
Our Approach
What we did
for them?
We stepped in as their full-stack growth partner. We implemented our Creaetive to Performance Growth Model (CPGM) to build an educational creative engine, shifting the focus from one-off purchases to long-term subscription value
Creative Repositioning
The Creative Fix
We took ownership of their creative pipeline, delivering ongoing, highly specific creative briefs. We diversified their assets by testing dynamic athlete user-generated content against high-impact static visuals. This ensured we were constantly feeding the algorithm with fresh angles that highlighted the "no sugar, no crash" benefits.
Awareness Funnel
The Funnel Architecture
We built an educational funnel. Cold traffic was targeted with problem-aware hooks detailing the frustrations of mixing messy electrolyte powders. Once the market was educated, warm retargeting campaigns pushed hard on the convenience factor and drove users toward the high-value subscription tiers.
Budget Reallocation
The Spend Strategy
We moved away from a fragmented account structure and consolidated their budget. By utilizing broad top-of-funnel testing campaigns, we let our continuous flow of new creative briefs dictate the winners. Budget was ruthlessly shifted away from single-pack buyers and reallocated toward campaigns that yielded the highest percentage of recurring subscription customers.
Audience Expansion
The Scale Play
We are actively helping them scale beyond traditional e-commerce conversions. By launching dedicated lead generation campaigns aimed at athlete ambassadors and interns, we are tapping directly into massive college sports communities, turning grassroots brand awareness into digital scale.
The Creative Fix
We took ownership of their creative pipeline, delivering ongoing, highly specific creative briefs. We diversified their assets by testing dynamic athlete user-generated content against high-impact static visuals. This ensured we were constantly feeding the algorithm with fresh angles that highlighted the "no sugar, no crash" benefits.
The Funnel Architecture
We built an educational funnel. Cold traffic was targeted with problem-aware hooks detailing the frustrations of mixing messy electrolyte powders. Once the market was educated, warm retargeting campaigns pushed hard on the convenience factor and drove users toward the high-value subscription tiers.
The Spend Strategy
We moved away from a fragmented account structure and consolidated their budget. By utilizing broad top-of-funnel testing campaigns, we let our continuous flow of new creative briefs dictate the winners. Budget was ruthlessly shifted away from single-pack buyers and reallocated toward campaigns that yielded the highest percentage of recurring subscription customers.
The Scale Play
We are actively helping them scale beyond traditional e-commerce conversions. By launching dedicated lead generation campaigns aimed at athlete ambassadors and interns, we are tapping directly into massive college sports communities, turning grassroots brand awareness into digital scale.
Outcomes & Results
The Numbers Speak For Themselves
By merging high-volume creative testing with a strict focus on lifetime value, we are helping Electro Gum dominate a brand-new market category.
Built
A Predictable Creative Engine
Successfully established a rigorous brief-writing pipeline, mixing high-performing static assets with athlete video content to constantly beat ad fatigue.
More of our work
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