Southern Breeze Sweet Tea
Turning a Winter Audience into Peak-Season Sales.
Sweet tea season doesn't start in December, so we didn't try to force sales then. Heading into the winter of 2025, our goal for Southern Breeze was to get the brand in front of the right people before peak season hit, which is why we judged this phase on cost per click (CPC) and click-through rate (CTR), not return on ad spend (ROAS).
We wanted lots of the right people seeing the brand and clicking through at a low cost, so there'd be a warm audience ready to buy once the weather turned. Our lead awareness ad brought people in at $0.26 a click, a supporting carousel came in at $0.67, and from December to March a broad Meta campaign racked up 2.66 million impressions. That winter audience set up everything that came next.
What We Did
As spring rolled in and peak season got close, we split Southern Breeze's single awareness campaign into two sales campaigns. The first was retargeting, which means showing ads again to the people we'd spent all winter warming up. The second was a broad prospecting campaign, built to keep reaching new people who'd never heard of the brand.
To feed both campaigns, we grew the ad library from 4 to 34 live ads. Simple static and graphic ads did the heavy lifting in prospecting, with clean, product-first messaging leading the core lineup and a summer refresh keeping everything feeling in season.
For retargeting, we built ads just for people who'd already visited the website, including a raspberry flavour promo aimed at a younger, style-conscious crowd. Those were the shoppers closest to buying, so the job was to bring them back and get them to check out.
What We're Doing
The winter audience build paid off. Once we shifted to direct response in peak season, purchases climbed from 16 to 944, and the audiences we cultivated over the winter converted as a real sales asset rather than just impressions.
And the momentum is holding. Quarter to date, both sales campaigns are beating the full-period average: retargeting is returning $2.27 for every $1 spent and prospecting is returning $2.06, across 545 purchases.
944
Purchases grew from 16 to 944 across the December to September window, 960 total.
1.75x
$27,578 in tracked revenue on $15,761 in ad spend, blended across the period.
3.36x
Top prospecting campaign ROAS, driving 372 purchases and $11,134 in revenue.
3.78x
Retargeting campaign ROAS at just $7.09 cost per purchase.
8.5x
Scaled the creative library from 4 to 34 live assets.
Meta Ads
Purchases
960
Revenue
$27,578
Ad Spend
$15,761
Blended ROAS
1.75x
Awareness Impressions
2.66M
Lead-Ad CPC
$0.26
Meta Ads Sales Campaigns
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