A paid ads campaign designed to increase online tea purchases.
Client —
Teapigs
Industry —
Food & drink
teapigs wanted to sell more tea online in a competitive ecommerce environment. While brand awareness was strong, the low cost of individual tea packs made it difficult to achieve a profitable return on ad spend through paid advertising.
The challenge was to increase average order value without undermining brand trust or pushing overly promotional messaging. Creative needed to guide customers towards higher-value purchases in a way that felt considered, clear, and consistent with teapigs’ tone.
The challenge was to increase average order value without undermining brand trust or pushing overly promotional messaging. Creative needed to guide customers towards higher-value purchases in a way that felt considered, clear, and consistent with teapigs’ tone.
The strategy
The strategy focused on gradually increasing order value through a phased approach rather than pushing bundles immediately. This allowed customers to build confidence in the product range before being encouraged to spend more.
The first phase highlighted specific product benefits, such as caffeine-free options, to appeal to distinct customer needs and entry points. The second phase shifted focus towards larger pack sizes, framing them as better value for regular tea drinkers. The final phase introduced bundle offers, positioning them as the smartest and most cost-effective way to buy tea online.
During the Christmas period, a light layer of gifting and box personalisation messaging was introduced to capture seasonal demand. Bundles remained the primary driver, with festive elements used to enhance relevance rather than distract from value.
The first phase highlighted specific product benefits, such as caffeine-free options, to appeal to distinct customer needs and entry points. The second phase shifted focus towards larger pack sizes, framing them as better value for regular tea drinkers. The final phase introduced bundle offers, positioning them as the smartest and most cost-effective way to buy tea online.
During the Christmas period, a light layer of gifting and box personalisation messaging was introduced to capture seasonal demand. Bundles remained the primary driver, with festive elements used to enhance relevance rather than distract from value.
My role
I worked as a digital designer focused on paid advertising. I contributed to campaign strategy and creative ideas, then designed the ad creatives that delivered each phase of the approach across Meta and Google Display.
My role involved translating strategic intent into clear, performance-focused creative, ensuring messaging remained easy to understand while scaling across formats and placements.
My role involved translating strategic intent into clear, performance-focused creative, ensuring messaging remained easy to understand while scaling across formats and placements.
The approach
I designed paid ads that closely aligned with each stage of the strategy. Benefit-led creative used clean, product-focused visuals and bold typography to clearly call out differentiators such as caffeine-free blends. This helped attract customers with specific needs and lowered the barrier to entry.
For larger pack sizes, I introduced price callouts and simple comparison layouts to emphasise value and encourage customers to increase spend within a single purchase. Bundle-focused creative leaned on review highlights, bold savings messaging, and lifestyle imagery that conveyed variety and abundance, helping bundles feel practical rather than promotional.
Festive variations incorporated gifting props and playful copy around personalisation, while consistently tying back to value. All ads were designed within a modular system so they could be adapted across sizes and placements without losing clarity or impact.
For larger pack sizes, I introduced price callouts and simple comparison layouts to emphasise value and encourage customers to increase spend within a single purchase. Bundle-focused creative leaned on review highlights, bold savings messaging, and lifestyle imagery that conveyed variety and abundance, helping bundles feel practical rather than promotional.
Festive variations incorporated gifting props and playful copy around personalisation, while consistently tying back to value. All ads were designed within a modular system so they could be adapted across sizes and placements without losing clarity or impact.
The result
The campaign increased online tea purchases and improved profitability by raising average order value. Over the course of the campaign, paid activity contributed to a 49% increase in conversion rate, alongside a 37% reduction in cost per acquisition and a 21% improvement in return on ad spend.
Benefit-led and pack-size messaging performed well, but bundle-focused ads proved to be the strongest driver of results, delivering more sustainable efficiency as spend scaled. The work helped shift customer behaviour away from single-product purchases and established bundles as the most effective lever for long-term growth.
Benefit-led and pack-size messaging performed well, but bundle-focused ads proved to be the strongest driver of results, delivering more sustainable efficiency as spend scaled. The work helped shift customer behaviour away from single-product purchases and established bundles as the most effective lever for long-term growth.