108% revenue growth in 12 months at a 5.23 ROAS
Krupt Supps is an Australian supplement brand with products the fitness world already knew and rated. What it didn’t have was a clear way to tell new customers why Krupt was better, and sales had started to plateau. We built the whole strategy around the one thing competitors couldn’t match, the ingredients, then turned first orders into repeat ones with bundles and a new gift with purchase every month. Within 12 months Krupt had doubled its revenue, launched new flavours and grown into a brand with real presence in retail as well as online.
108%
Increase in revenue
43%
Increase in conversion rate
76%
Of conversions from static creative
5.23
Average monthly ROAS
The challenge
A great product nobody was explaining
Krupt Supps had done the hard part. Well-known products, a loyal following in the fitness space and one of the best ingredient lists in its categories. But supplements are one of the most competitive markets online, and Krupt’s advertising wasn’t telling new customers any of that. Sales began to plateau, then slowly decline month on month.
There was no clear digital strategy behind the brand, and the messaging that did run leaned on the same claims as everyone else on the shelf. Shoppers had no reason to switch from the brand they already used.
Every month the plateau ran, competitors with weaker products and louder ads were winning the customers Krupt should have been winning. The brand needed a way to make its quality obvious in a few seconds of scrolling, and a reason for every new customer to come back.
What was the problem
- Sales declining month on month. Growth had stalled and was starting to slide, with no plan in place to turn it around.
- No USP in the ads. The ingredients were Krupt’s biggest advantage, and almost none of the creative said so.
- Fatigued creative. The same ads had been running too long, and the audience had stopped responding to them.
- High CPAs and low trust. No new audiences were coming through, and new visitors who did arrive weren’t converting on the website.
The solution
We put the ingredients front and centre
We audited the whole customer journey to find where people were dropping off, mapped the personas buying in the category, then rebuilt the Meta strategy around Krupt’s one clear USP. At the time, a trend was spreading of people looking closely at what’s really inside supplements and calling out weak formulas and false claims. Krupt had nothing to hide, so we went aggressive on it: ads that laid out the ingredient list and showed, clearly, how Krupt compared against the top competitors in each category. That comparison made new audiences understand straight away what Krupt was about, and customers started making the switch. From there we kept educating through a mix of content styles and angles for each product and collection, and when we found a winner, we scaled it hard while the moment was there.
When the product is genuinely better, prove it in the ad. A side-by-side comparison does more work than any claim.
What we built
Ingredient-led ads brought new customers in, and everything underneath gave them a reason to spend more and come back.
Ingredient comparison ads
Creative that put Krupt’s ingredient list side by side with the category leaders, built on persona mapping so each angle spoke to the right buyer.
A bundle offer
One product from each category in a single bundle, so customers left with a full stack instead of a single tub, lifting order value and lifetime value.
Monthly gifts with purchase
A new gift with purchase tested every month, giving customers something fresh to come back for and building trust with every order.
New flavours as a new angle
Growth funded new product development, and every new flavour became a fresh story: great ingredients that also taste like the flavours people already love.
The result
From a plateau to doubling the business
The new strategy delivered momentum straight away, and that gave us the confidence to scale through paid. In 12 months, revenue grew 108%, conversion rate lifted 43% and Meta held a 5.23 average monthly ROAS. The bundle offer became one of the strongest sellers in the account, and because customers were buying a range of products on every visit, order values climbed and so did lifetime value. Static creative did the heavy lifting, driving 76% of total conversions and proving that smart, simple creative can still win.
The growth went straight back into the brand. Krupt reinvested in new product development, testing new flavours that opened up new angles for the ads, and built the distribution it has today: a strong presence across retail alongside an online store that keeps customers coming back every month.
What our clients
say about us
“Before Pulp, we had products people already loved, but our sales had flattened and our ads weren’t telling anyone why Krupt was different. The team went all in on our ingredients, putting our formulas side by side with the biggest names in the category, and new customers started switching over almost straight away. The bundles and monthly gifts with purchase gave people a reason to come back every month, and we more than doubled our revenue in 12 months. That growth funded new flavours and helped take us into retail. They feel like part of our team.”
Let's find out what's
holding you back
Apply for your free discovery call and we will showcase all your missed opportunities.
Book a Call