The Challenge.
Desiccated organ supplements offer unmatched nutrient density, but consumer hesitation around taste, organ meat, and ancestral health is high. Standard DTC unboxing videos and doctor-style explainers struggled with audience fatigue and high customer acquisition costs.
- Rising CAC on Meta and TikTok with standard UGC
- Need to break down hesitation around organ supplements without sounding clinical
- Audience fatigue with polished, scripted supplement ads
Our Strategy.
We didn't lecture the audience on micronutrients. Instead, we went to high-traffic streets in Miami and Austin and asked the question everyone relates to: 'Why are men and women feeling so exhausted by 2 PM?'
The Exhaustion Hook
We opened conversations around afternoon fatigue, brain fog, and low energy—creating immediate thumb-stopping relevance.
Ancestral Nutrition Reveal
We asked people to guess the most nutrient-dense foods on earth, bridging the gap from everyday fatigue to organ meat supplements seamlessly.
Direct Response Scale
We paired winning street reactions with clear 30-day money-back guarantees and bundle offers, maximizing direct-to-consumer checkouts.
Hook A: The Exhaustion Test
Boots on the Ground.
Our street pollers filmed on location in Miami and Austin, testing 40+ hook variations to find the highest-retention angles. Production to delivery took under 10 days.
4.1X
ROAS Achieved
65K+
New Customers
The Results.
Explosive growth and customer acquisition across all primary paid social feeds.
4.1X
ROAS
Consistent, highly profitable return on blended ad spend.
-45%
CAC Drop
Significant reduction in cost per acquired subscriber.
12.5M+
Total Views
Viral organic and whitelisted ad distribution across platforms.
Key Takeaways
Focus on the Symptom, Not the Science.
Starting with common fatigue and energy dips engages 10x more viewers than beginning with biochemistry.
Demystify with Public Dialogue.
Real people reacting with intrigue removes the psychological barrier to trying organ supplements.
Retention Fuels Scale.
Higher hook rates and watch time gave Meta and TikTok algorithms the signals needed to drop ad CPMs drastically.
Street Poller Media unlocked a completely new acquisition channel for us. Their street interviews cut straight through supplement skepticism and drove our most profitable campaign of the year.
VP of Marketing
Heart & Soil
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Heart & Soil Case Study | Street Poller Media FAQs
Key performance and production questions regarding this campaign.
How did Heart & Soil achieve a 4.1X ROAS?
By utilizing unscripted street interviews that highlighted common consumer fatigue and seamlessly introduced organ nutrition, drastically improving hook retention and conversion rates.
What were the primary metrics from the Heart & Soil campaign?
The campaign generated over 12.5M views, reduced CAC by 45%, acquired 65,000+ new customers, and maintained a 4.1X return on ad spend.