Everkind Digital launched a Meta-led strategy in phase 1, running whitelisted ads from the Plant Based News handle to deliver third-party credibility from a trusted publishing house, alongside ads in Clean Machine's own account to establish direct brand presence. As Clean Machine was entering paid advertising for the first time, Everkind Digital also handled the full martech setup, configuring the ad account and integrating Shopify for accurate performance tracking.
With two Meta accounts running simultaneously, the strategy was built so each account complemented rather than competed with the other. The whitelisted account targeted audiences interested in longevity, conscious nutrition and biohacking, users who needed to understand what mycelium protein is and why it outperforms conventional options. Clean Machine's own account targeted the broader protein category at the top of the funnel, while retargeting all traffic generated by upstream activity.
Each audience segment received dedicated creative and copy matched to where they were in the education journey. Static images, carousel ads and video assets were developed to give Meta's system maximum variety for optimisation. The hero video content was built from an interview between PBN's founder and Clean Machine's founder, Geoff Palmer, covering the science of mycelium, spermidine and autophagy, establishing genuine thought leadership in a category that had never been advertised before.
The campaign generated exceptional engagement, with CTRs exceeding 6% driving substantial traffic to the site. ROAS returned investment immediately at just under 3x, with conversion rates approaching 5%. Sitewide sales increased by over 500%, with new product sales up 366%. A second phase targeting Google Ads is planned to capitalise on the demand generated by top-of-funnel activity.