Brand: A plant-based ice cream company offering dairy-free, allergen-friendly frozen treats made from oat milk and natural ingredients.

Objective: Increase first-time purchases through paid social ads and optimize the landing page to boost conversions.

Challenges: Many consumers associated vegan ice cream with a lack of creaminess or poor taste. Price point was higher than traditional ice cream, requiring stronger justification. Needed to convince skeptical non-vegans to try it.

Campaign strategy :

  1. Crafting high-converting ad copy for Paid Social (Facebook, Instagram, TikTok) Problem: People wanted a creamy, indulgent ice cream but without dairy, artificial ingredients, or a bland aftertaste. Solution: Positioning the product as “better than dairy” with a smooth, rich texture and real flavors.

Hook variations tested: “All the Creaminess. None of the dairy.” “Vegan ice cream that actually tastes like ice cream.” “Made for ice cream lovers. Just without the dairy.”

CTA variations: “Try It Risk-Free” “Get 15% Off Your First Pint” “Upgrade Your Freezer – Order Now” Result: CTR increased by 31% after emphasizing indulgence over dietary restrictions.

  1. Optimizing the landing page for conversions Before: The landing page was too focused on being dairy-free rather than highlighting taste and texture. After: We rewrote the page with a crave-worthy, benefit-driven approach: Headline: “Creamy, Dreamy, Dairy-Free.” Subheadline: “Rich, indulgent flavors made from the best plant-based ingredients. You won’t miss dairy for a second.” Social proof: added reviews like “Tastes just like my favorite childhood ice cream, but better!” Urgency & incentive: “Try it today and get 15% off your first order.” Clear CTA: “Get Your First Pint” Result: The conversion rate improved by 42%, making it easier to turn clicks into purchases.
  2. Leveraging UGC and influencer content for retargeting Partnered with vegan food influencers and everyday customers to create authentic reaction videos. Key Messaging: “I didn’t believe it was vegan until I read the label.” “This is next-level creamy. I’m obsessed.” “No weird aftertaste. Just pure indulgence.” Retargeting ads showed these testimonials to users who clicked but didn’t purchase. Result: Retargeting ads had a 4.5x return on ad spend (ROAS) by reinforcing trust and FOMO.

Final results & takeaways