Grüns treats every dollar as an experiment. Their CMO Connor Dalt runs coordinated creative sprints across Meta, TikTok, YouTube, Google, and Amazon — killing losers fast and scaling only what earns it.
The rule: consistency first, clever tactics second. No endless one-off tweaks. Narrative arcs rolled out at scale. One hero product, multiple angles, each mapped to a distinct avatar.
Start with fiber, microbiome, convenience. Grounded in real consumer pain — not guesswork.
Spin up angles rapidly. Kill what fails within days. No emotional attachment to a concept.
When an angle wins on paid, it earns its own landing page. The funnel follows the data.
Only after proof-of-concept does Grüns invest in UGC creators or large production budgets.
Grüns stacks bets on angles that have earned conviction — then goes heavy. No spray-and-pray. No chasing tactics in isolation.
Relative channel weighting — illustrative
Every angle targets a specific avatar and pain point. The same gummy becomes a different product depending on who's looking.
The Schaefer read: Grüns doesn't test ads — they test narratives. Each angle is a fully-formed worldview built around one customer. That's why their landing pages convert: the journey from hook to checkout is frictionless because the story never breaks.
No generic landing page. Every avatar lands on a version of the site built around their specific pain. The product is identical. The positioning is everything.
Each funnel captures email + SMS via avatar-matched lead magnets: Gut Health Guide, Weight Loss Checklist — keeping the relationship alive even without a first purchase.
When the ad and landing page speak the same language, there's no cognitive dissonance. The customer feels seen — and a customer who feels seen buys.
Most brands scale ad spend and watch ROAS collapse. Grüns scaled 22× by building a measurement infrastructure before going heavy — so every decision was anchored to real new-customer data.
Using Northbeam for new customer acquisition cost (nCAC) tracking across all channels, they separated true acquisition from retargeting noise. That clarity is what lets you scale confidently.
Platform ROAS lies. It credits retargeting. nCAC tells you what you actually paid to acquire a net-new customer. Optimize for this — everything else is vanity.
If an ad isn't bringing in new customers, it's not a winning ad — regardless of clicks or engagement. Kill it. Redirect budget to what's actually acquiring.
Once nCAC holds below threshold at increased spend, that's the signal to scale hard. No guessing. The data earns the budget.
This isn't a brand playbook. It's a testing methodology. Here's how to apply it regardless of category.
Each creative sprint should test a fully-formed narrative — one avatar, one pain, one promise. Test at least 3–5 angles per product before declaring a winner.
Stop sending all traffic to a single landing page. Identify your top 2–3 avatars and build dedicated pages. Bold hook → benefit stack → social proof → single CTA.
Implement attribution that separates new customer acquisition from retargeting. Know what you're actually paying to acquire. Let that number drive every scaling decision.
If Meta is your only acquisition channel, you're one policy change from a crisis. Use proven angles to expand to TikTok, YouTube, or retail — don't rebuild, repurpose.
Capture email + SMS with content that matches the funnel. A Gut Health Guide for gut traffic. A Weight Loss Checklist for weight loss traffic. Keep the story consistent through email.
Make subscription the obvious choice — not a buried option. Present the incentive clearly at checkout. The brands that win on LTV default to recurring, then let customers opt out.
