FITNESS & NUTRITION // Q1–Q4 2024
Primal — Fitness Supplement Marketing Case Study
From 2.1X to 8.2X ROAS and $120K to $1.1M monthly revenue through education-first creative strategy and a subscription model built for retention.
// 01 — THE BRIEF
// THE CHALLENGE
WHERE THEY WERE
Primal was spending $40K/month on Meta ads with a 2.1X ROAS — barely profitable. Creative was stale, audiences were burned, and the brand had no differentiation in the most competitive supplement category on the internet.
// THE APPROACH
HOW WE THOUGHT ABOUT IT
Supplements are won on creative, not targeting. We rebuilt the entire creative strategy around education-first content: teach the science, earn the trust, convert with confidence.
// 02 — WHAT WE DELIVERED
THE FULL STACK
01//
CREATIVE STRATEGY
- Full creative audit: identified fatigue across 80+ ads
- Education-first creative framework
- Before/after content ethical guidelines
- Athlete and expert partnership brief
- AI creative system: 50 creatives/month
02//
PAID MEDIA
- Meta: complete account restructure
- Google: Shopping + branded Search
- TikTok: awareness and DTC conversion
- Influencer-to-paid creative pipeline
- ROAS: 2.1X to 8.2X in 9 months
03//
SUBSCRIPTION & LTV
- Subscription model implementation
- LTV modelling by product line
- Subscription email onboarding
- Churn prevention: rescued 31% of cancels
- Subscription now 60% of revenue
04//
CONTENT
- Science-backed content strategy
- YouTube: educational long-form (40K subs)
- Instagram: 20 posts/month
- TikTok organic: 180K followers
- Expert partnership content system
05//
SEO
- "Supplement" keyword cluster: 90 terms
- Product page optimization for shopping SEO
- Ingredient education blog
- Comparison pages: 12 competitors
- Organic: 280% growth in 12 months
06//
EMAIL & RETENTION
- Klaviyo: 14 flows rebuilt from scratch
- Education email series: builds trust pre-purchase
- Subscription retention: 78% monthly
- Loyalty programme: 22K active members
- Email: 28% of total revenue
// 03 — HOW IT HAPPENED
THE TIMELINE
Q1 2024
CREATIVE OVERHAUL
Full creative audit. New framework. First education-first creatives. ROAS climbed from 2.1X to 4.8X.
Q2 2024
SUBSCRIPTION LAUNCH
Subscription model live. TikTok organic growing. YouTube channel launched. ROAS at 6.1X.
Q3 2024
SCALE
Budget 3X. 30K active customers. TikTok at 100K followers. ROAS peaked at 8.2X.
Q4 2024
$1.1M/MONTH
$1.1M monthly revenue. 52K active customers. CAC down 55%. Subscription at 60% of revenue.
// 04 — THE OUTCOMES
THE RESULTS
$1.1M
MONTHLY REVENUE
from $120K
8.2X
PEAK ROAS
Meta campaigns
-55%
CAC REDUCTION
12 months
280%
ORGANIC TRAFFIC
from SEO
60%
SUBSCRIPTION
of revenue
// 05 — CLIENT VOICE
"
Our ROAS went from 2.1X to 8.2X in 9 months. Same product. Completely different brand and creative strategy.
MIKE S.
CMO, PRIMAL
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