- What We Do
Challenge We Tackle
- Resources
Innovative Thinking
Our Support
- Industry: Sustainability & Packaging Innovation
- Clients: The Good Cup
- Solution: Digital Marketing
- Date: 05/22/2024
Projects Summary
Client Needs:
The Good Cup, an award-winning sustainable packaging solution, needed a digital growth partner to generate demand globally. Their mission: eliminate plastic lids with an all-in-one compostable cup.
They approached Impeccable Ads with two core goals—secure distributor interest in markets like the UK, US, South Korea, and Australia, and build grassroots demand through coffee shops and baristas to demonstrate market readiness.
This global performance marketing initiative is a testament to our agile execution and the client’s innovative product-market fit.
Service Provide
A list of the specific services we delivered for the project, such as:
- Meta Ads Strategy & Management (Instagram + Facebook)
- Creative Customization for Paid Social
- Global Audience Targeting & Optimization
- Engagement Campaigns for Brand Awareness
- Retargeting & Funnel Optimization
- Landing Page Analytics & Reporting
Our Approche:
We began with an agile media testing strategy across both PPC and Paid Social. As results came in, it became evident that Meta Ads (Facebook and Instagram) were outperforming search in both cost and lead quality. We pivoted early—focusing fully on Paid Social.
Our approach included:
Leveraging their Eurovision partnership with audience targeting around UK music fans for a boost in social reach and contextual relevance.
Targeting industry-relevant roles across key markets like the UK, US (Green States), Canada, Australia, South Korea, and Hong Kong.
Running dedicated campaigns by country and stage—first capturing interest from local cafés and baristas, then retargeting users to secure distributor demand.
Driving Facebook page growth to signal active community engagement for future B2B partners.
Creative refinements in line with brand guidelines—turning high-quality brand videos into performance assets and designing compelling carousel ads to drive engagement.
Challenges
Strict limitations in early-stage B2B targeting for a niche sustainability product
Limited initial geographic distribution requiring staggered regional rollout
Minimal budget flexibility meant every dollar spent had to return results
Finding the sweet spot between education (what is The Good Cup?) and conversion
Results / Success Metrics
Present measurable results achieved after the project launch. This section should be data-driven to show the impact of your work, such as:
- 2,000 leads generated in Q1 at 50% lower cost per lead than Meta benchmarks
- 28% landing page conversion rate from over 7,000 visitors
- 3,000+ new Facebook followers, with 64% lower cost per like than average
- 282,000+ ad engagements across creatives, videos, and carousels
- Ongoing LinkedIn campaigns now expanding reach to global distributors
“Working with Impeccable Ads has helped us scale efficiently with clarity. They’re nimble, fast, and focused. From creative tweaks to targeting strategy—we felt in control of our messaging and brand at every step. We’re excited to see what’s next.”
The Good Cup Team
