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Turning hydration science into social demand
Client Overview
Cadence makes clean electrolytes backed by clear dosing guidance. Our brief was direct. Use creators to educate and convert at scale, and beat the existing cost to acquire a customer.
Snapshot results
- $285K attributed revenue on $100K total spend
- 1,200 net-new customers at $53 CAC (vs. $72 baseline, –26%)
- 12.4M cross-platform views; 38% driven by whitelisted amplification
- Landing page CVR 4.1% (vs. 2.7% baseline, +52%)
42 creators, 83 assets delivered; 6-month usage/licensing on 21 top performers
We built three creator pods that matched how people train and buy. Endurance athletes saw race proof and sweat tests. Studio fitness and yoga communities saw simple hydration habits tied to recovery and sleep. Registered dietitians and coaches explained timing and dosage in plain language.
Every post carried a tracked call to action that led to a fast landing page. We licensed the best performing assets for continued use across paid and product pages. Weekly scorecards moved budget to what worked.
Strategy Breakdown
Audience-first creator pods. We mapped three conversion-ready archetypes and tailored angles, proof, and CTAs to each:
- Endurance Engine (runners, cyclists, tri) → “Race-day stack” & sweat-test demos
- Studio Strong (yoga/pilates/HIIT) → “Hydration habit” & recovery/sleep tie-ins
- Credible Pros (RDs, physios, coaches) → simple salt-math, when/why dosing
Influencer Composition
42 creators produced 83 short videos and cutdowns for social and paid. Twenty one top assets were licensed for six months to extend value beyond the campaign.
Execution highlights
- 220 prospects → 104 screened → 42 booked (10–500K followers; quality>size)
- Seeded “Core/Race/Recover” SKUs and the Sleep Hydration angle to broaden use cases.
Why it worked
We let creators show the proof, not lecture it. Messaging matched each audience. A tight weekly feedback loop kept creative and spend aligned with real performance.
