Driving Awareness & Sales for FruiTea+ UK Launch
Scaling Awareness & Sales for FruiTea+ in the UK: A Functional Iced Tea Launch via Google Performance Marketing
Product
FruiTea+ – A vitamin-infused iced tea with adaptogens like ashwagandha and ginseng, targeting health-conscious consumers seeking a low-sugar alternative to fizzy drinks.
Business Model
UK-wide FMCG retail distribution and direct-to-consumer eCommerce (via Shopify).
Campaign Need
Launch awareness for a new brand and drive initial sales and subscriptions through Google Ads
Context
As the digital marketing strategist, I created a UK-specific Google Ads strategy combining Search, Display, Shopping, and Retargeting for maximum reach and ROI.
what makes us different
Business Challenge
Breaking into a New Market
Brand new product entering the UK beverage market
Struggling for Online Engagement
Low organic traffic and high bounce rates on new landing pages
Facing Industry Giants
Low organic traffic and high bounce rates on new landing pages
High Costs in Paid Search
Competitive CPCs for terms like “healthy drinks UK” and “low sugar iced tea”
Objectives
Boost Targeted Traffic
Generate 10,000 unique product page visits from the UK within 30 days
Lower Acquisition Costs
Reduce Cost Per Acquisition (CPA) to under £1.20
Drive Initial Sales
Achieve 1,000 first-time D2C orders within 60 days
Increase Conversion Rate
Attain a 3.5%+ landing page conversion rate
Grow Retargeting Pool
Build a retargeting audience of 15,000+ UK-based users
Market Research & Insights
UK Trends
Gen Z and Millennials in the UK are actively reducing sugar. A 2023 YouGov survey found 68% of 18–34-year-olds prefer drinks with functional benefits (like vitamins or adaptogens).
Competitor Strategies
- Innocent focuses on brand storytelling via YouTube.
- Lipton and Vitamin Water invest heavily in Google Display + Shopping.
UK Audience Persona
- Age 18–35, UK-based, health-conscious, urban, and mobile-first
- Motivated by low sugar, functional benefits, and convenience
- High Gmail and YouTube usage, likely to engage with display and remarketing
Crafting the Perfect Plan
Strategy Development
UK Google Ads Funnel
- Search: “best iced tea UK,” “low sugar drinks UK,” “natural energy drink”
- Display: Wellness content platforms (e.g., Healthline UK, BBC Good Food)
- Remarketing: Gmail Ads + YouTube Instream ads
Landing Page Plan
- Clear value prop: “Boost your day with every sip”
- Icons for: “Vitamins • Adaptogens • Low Sugar”
- London-based influencer reviews
CRM & Email Integration
- Abandoned checkout emails
- UK-specific welcome sequence with offers (e.g., “Free Shipping in the UK on First Order”)
Tactical Rollout
Execution Strategy
A comprehensive, data-driven campaign rollout combining targeted Google Ads and personalized email workflows to engage UK audiences, build brand awareness, and drive conversions.
Google Ads UK Campaigns
- Search Campaigns: Branded + non-branded + competitor terms
- Shopping Ads: Product Feed via Google Merchant Centre
- Display Advertising: Contextual + affinity audiences (health + lifestyle)
- Bidding Strategy: Maximise Clicks → Switch to Target ROAS after data build-up
Email Workflow
- Day 0: Thanks + customer-generated content (Instagram UGC)
- Day 2: Ingredient story (Ashwagandha, Vitamin C, etc.)
- Day 5: Social proof + limited-time offer
Campaign Outcomes
Results & Key Learnings
Early Results
11,842 UK site visits, 1,093 D2C orders within the first 60 days
Reduced CPC
CPC reduced using long-tail, functional-focused keywords
5.1x ROAS
Retargeting (Gmail + YouTube) delivered 5.1x ROAS
TikTok Opportunity
Opportunity: Tap into TikTok UK creators for next campaign phase
Tesco Expansion
Plan to expand into Tesco online marketplace in Q4
Google Ads
Mockups
Email Workflow
Visual
Analytics Dashboard
Landing Page
