Owls Brew
The Owl’s Brew is a clean beverage brand crafting boozy and non-alcoholic tea blends made from real, organic ingredients. Prior to partnering with Drip, the brand struggled to profitably scale on Meta and Google Ads. Despite a strong retail presence and loyal customer base in certain regions, rising ad costs and inconsistent performance across campaigns made it difficult to maintain healthy KPI’s to expand to new geos effectively.
Paid Media Strategy
Creative Testing Framework
Account Restructuring
Geo-Based Budget Optimization
The Challenges
1
Inaccurate creative testing framework
2
Misaligned budget allocation and reporting
3
No clear lift measurement from paid media
4
Overlapping audiences across Search & Display
Strategy & process
At onboarding, we identified inefficient creative testing, misaligned geo budget allocation, and overlapping audience targeting across channels. Rising CPC and inconsistent performance limited profitable scale and restricted expansion into new regions.
Phase 1
Creative Testing Rebuild
We rebuilt the creative testing framework to isolate high-performing messaging and visuals, ensuring real performance learnings. Structured iteration cycles improved CTR and lowered CPC while giving the brand clearer insight into what drove measurable lift.
Phase 2
Account Re-Structure
Campaigns were consolidated and segmented by geo and objective to eliminate overlap and improve reporting clarity. Budget allocation was realigned to high-performing regions, allowing more efficient spend distribution across Meta and Google.
Phase 3
Lift Measurement Model
We introduced lift analysis by allocating spend to specific geographies and tracking incremental performance. This allowed us to identify true revenue impact, scale into profitable regions, and support both online and in-store retail growth.
Results
+15% Retail Velocity
-77% CPC
+800% CTR
Key Wins
Retail Velocity
CPC
CTR
Share this project with
Ready to elevate your business?
Contact us today to discuss how we can help you achieve your marketing goals.
© 2025 DRIP Digital Media. All rights reserved.