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FREE Brand Audit

JusTea

As huge fans of this high quality tea we were highly driven to help Justea hit their CPA goals through Meta Ads

4 JusTea Packages with Profile Pictures

Client

JusTea

Service

  • Meta Ads Strategy

Farmer Direct Tea from Kenya

JusTea offers the first and only farmer-direct tea from Kenya. They partner directly with small-scale tea farming families and communities to ensure that the farmers are paid a fair wage, that we reinvest in the community, and that you get the freshest, most delicious tea possible.
Justea, similar to many eCommerce businesses experienced a decline in their Meta Ads performance following the major changes in 2021 due to Apple’s iOS privacy changes and overall changes in the Meta platforms algorithms. Their CPA (Cost Per Acquisition) was higher than desired which was affecting their plans for growth.
A group of tea harvesters

Goals

Justea came to us with the goals of:
  • A lower CPA (Cost Per Acquisition)
  • Increasing Ad performance
PQ added the goals of:
  • Highlighting the UVP (Unique Value Propositions)
  • Finding new audiences
  • The Creation of an effective funnel
Justea packages on bright blue background
Justea Farmer in the Tea Fields
Loose Leaf Tea of Bright Blue Background

We knew we needed to grab attention, build relationships, and empower all our stakeholders to make the most of the show and promote their experiences.

We also knew that we needed to juggle B2B and B2C objectives.

Our PQ Team was broken into the following teams:

Meta Ads Strategy

We worked on new creative ad designs specifically to highlight the UVP.

Loose Leaf Tea being spooned
A hand holding camomile dream tea

We hit goals with the reduced CPA; the new figure alined with margins based on their Life Time Value of a customer.

Identifying Justea's Ideal Customer Profile has helped with data that could be applied in numerous areas of the business.

Pouches of tea lined up in a row

Results

Justea’s online advertising journey has been smoother since they started working with Piquant. Justea was not only increasing their online presence and sales but also continues to gain insight into their customers, margins and their acquisition and retention process via data provided from Meta Ads results.

CPA reduced by more than 30%

Identified the Ideal Customer Profile

Core metric CPC below $0.10 throughout the year

Piquant have been key to strategically growing our presence on social media. They understand the CPG space, but furthermore, they understand our brand and are able to create beautiful content and engage with our customers on our behalf.

– Aki, Save Da Sea

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