Case Study
Yoga Brew
Performance Marketing Campaign
An end-to-end digital
marketing project to build a
wellness coffee brand from scratch, drive targeted traffic, and generate early access signups.
Yoga Brew:
Building a Performance Marketing Campaign from Scratch
An end-to-end digital
marketing project to build a
wellness coffee brand from scratch, drive targeted traffic, and generate early access signups.
Budget
Duration
Role
$65
6th - 11th July 2026
End-to-end Ownership
Strategy
Impressions
CTR
8,681
2.74%
LPVs
Cost per LPV
189
$0.34
Paid Ads
Analytics
Optimisation
CRM
Growth
Project Summary
Industry: Coffee/ Health and Wellness
Campaign Type: Performance Marketing
Campaign Goal: Drive landing page traffic and generate early access signups
Target Audience: Health conscious Australians interested in coffee, wellness and productivity
Duration: 6 July - 11 July 2026 (Campaign 1)
Budget: $65
My Role: End-to-end campaign ownership
1. Project Overview
Yoga Brew is a fictional wellness coffee brand created as a portfolio project to demonstrate practical digital marketing skills. The objective was to build an end-to-end campaign from scratch, including branding, landing page development, paid advertising, analytics implementation, CRM integration and performance optimisation.
Key Goals
- Build a memorable wellness coffee brand.
- Drive qualified landing page traffic.
- Capture early-access leads.
- Implement complete marketing tracking.
- Analyse user behaviour.
- Optimise campaign performance.
2. Tools/ Platforms
Meta Ads Manager
Google Analytics 4
Meta Pixel
Hubspot CRM
Wordpress + Elementor
Canva
Looker Studio
3. Brand Creation
Developed the brand identity, packaging design, product mockups and website to establish a premium wellness coffee experience.
3.1 Logo
3.2 Color Palette
#607500
#838B5F
#D3C6B8
#FFFCF5
#502E06
3.3 Brand Voice
- Calm yet uplifting
- Clear and benefit focused
- Natural, mindful and premium
- Warm and approachable
“SIP CALM. START BETTER.”
4. Campaign Strategy
4.1 Objective
Landing page views
Why?
Maximise qualified website traffic to gather behavioural insights before optimising for conversions.
4.2 Marketing Funnel
Meta Ads
Users see the ads on Facebook and Instagram.
Landing Page
Users land on the Yoga Brew landing page.
CTA Click
Users click the primary CTA (Get 30% Off at Launch).
HubSpot Form
Users submit their details to join early access.
Thank-You Page
Confirmation page with next steps and brand message.
GA4 + Meta Pixel
All interactions tracked for analysis and optmisation.
4.3 Target Audience
- Location: Australia
- Age: 18+
- Audience: Broad (Advantage+)
- Purpose: Initial concept validation and behavioural testing
4.4 Creative Strategy
Tested 3 creative concepts to identify the best performer.
Ad 1 - Jar Hero
Product-first messaging.
Ad 2 - Workspace
Lifestyle-focused productivity angle.
Ad 3 - Leaf Squeeze
Curiosity-driven wellness hook.
4.5 Campaign Setup
Platform
Meta Ads
Objective
Landing Page Views
Placements
Manual Placements (Feed, Stories, Reels)
Budget
$65 in Total
Schedule
6 July – 11 July 2026 (Campaign 1)
Audience Type
Advantage +
Ad Delivery
Optimised for Landing Page Views
4.6 Tracking/ Analytics Setup
GA4
Track user behaviour on website.
Meta Pixel
Track ad interactions and conversions.
UTM Parameters
Track campaign source and medium.
HubSpot CRM
Capture leads and store data.
Events Recorded
Page View
Landing Page View
CTA Click
Signup
4.7 Success Metrics
Landing Page Views
CTR
(Link Click Through Rate)
Cost per LPV
Reach
Impressions
Signups
(Form Submit)
4.8 Campaign 1 Results
The first campaign focused on landing page traffic to gather data and optimise the funnel.
Spend
$64.65
Impressions
8,681
Reach
6,603
Link Clicks
243
Landing Page Views
189
CTR (Link)
2.74%
CPLPV (Landing Page View)
$0.34
Signups (Genuine)
0
4.9 Funnel Performance
4.10 Creative Performance
Creative
Ad 1 Leaf Squeeze
Ad 2 Jar Hero
Ad 3 Workspace
Preview
Impressions
5,512
304
2,865
LPV
100
5
84
CTR
2.32%
1.64%
3.84%
Cost/ LPV
$0.40
$0.41
$0.27
Winner
2nd
3rd
1st
5. Behaviour Analysis
WHAT WORKED
- Efficient traffic acquisition
- Strong CTR (2.74%)
- Low Cost per Landing Page View ($0.34)
- 189 Landing Page Views generated
- Tracking infrastructure validated
- Clear creative performance differences identified
CHALLENGES
- No genuine signups
- Landing page value proposition required strengthening
- Limited trust signals for first-time visitors
- Mobile experience required optimisation
- CTA hierarchy could be improved
6. Key Insights
Insight 1
Traffic acquisition was cost-efficient.
The campaign generated 189 landing page views at $0.34 per LPV, showing that Meta could drive affordable traffic to the website.
Insight 2
Creative messaging affected performance significantly.
“Smooth Focus. No Jitters.” achieved the strongest CTR and lowest cost per landing page view, indicating that productivity-led messaging resonated more than the other creative angles.
Insight 3
The main funnel drop-off occurred after the landing page visit.
Approximately 77.8% of link clicks became landing page views, but none converted into genuine signups, pointing to friction in the landing page or offer.
Insight 4
The next optimisation priority was conversion, not reach.
The campaign had sufficient traffic and engagement to justify improving the hero message, CTA visibility, trust signals and mobile experience before increasing spend.
7. Optimisation Plan
Problem
Improvement Implemented
Weak Hero Messaging
Stronger benefit-driven headline
Low Trust
Improved branding and visual consistency
Mobile Friction
Simplified mobile layout
CTA Placement
CTA moved above the fold
Page Heirarchy
Cleaner spacing and typography
User Tracking
Additional CTA click tracking
Results tracking in progress...
What to Expect
Personalized Approach
Every project is unique, and I tailor my approach to fit your specific needs and goals.
Clear Communication
I keep you informed at every stage of the process and provide you regular updates.
After Support
My commitment to your success doesn't end at launch. I provide after launch support.