- Brand
- Matcha Club
- Niche
- Food & Beverage
- Deliverables
- 5 items
- Timeline
- 6 weeks
Objectives
- Launch a DTC matcha subscription to a cold audience
- Build a library of tested hooks before scaling spend
- Keep cost per acquisition under the LTV threshold
- Establish the brand's face on TikTok without hiring creators
Strategy
The launch ran as a testing sprint. Twelve hooks across three AI creator personas went live in week one: a morning routine, a taste test, and a 'why I quit coffee' story. The two winning hooks were rebuilt into six variations each and scaled. Static carousels carried the offer on Instagram while TikTok carried discovery.
Campaign Gallery
Visual content created for this campaign
Morning-routine hooks for TikTok
What This Shows
A concept campaign built for a fictional brand to show the approach. No performance numbers are claimed.
This concept shows how we run a launch: twelve hooks tested across three personas in week one, winners rebuilt into variations, and a scaling playbook ready before spend scales. The same sprint structure fits any DTC subscription launch.
Pipeline
Deliverables
- 18 TikTok/Reels videos
- 24 static images
- 3 creator personas
- Hook testing matrix
- Scaling playbook
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