Minimal Brew is a design-first brand, which, at the time, had a single product — The Traveler.
It’s a compact, refillable travel journal designed for people who value simplicity, intention, and experiences that last. Every detail of the product, from its modular design to its timeless aesthetic, reflects the brand’s core idea: carry less, but carry meaning.
Minimal Brew had one product, one audience, and one goal — to drive profitable sales.
Our Approach
Phase 1: The First Launch
We began with clean, feature-focused creatives highlighting the refillable pages, premium materials, and minimalist design. Clicks came in, but purchases didn’t.
Website behaviour showed strong interest: people scrolled, read, and explored, but didn’t check out. The intent existed; the motivation to buy didn’t.
Phase 2: Adding the Story
We introduced the story behind The Traveler — its purpose, origin, and design intent — and aligned the product page to match. The campaign performance improved almost immediately, but ad spend was still outpacing sales.
To fuel real purchases, we shifted to gathering micro-conversions (product views, add-to-carts, and checkout initiations). These signals helped Meta understand true buyer intent and build clearer profiles of high-intent users.
This became the foundation for smarter optimisation.
After optimisations, we were stuck at a 1.4x ROAS, which is unsustainable in the long run. Following a brief pause for restocking, we relaunched with a broader, signal-rich approach:
More creative variations: lifestyle, in-hand, and detail shots
Expanded copy, tapping into emotional and functional triggers
Advantage+ and dynamic creative delivery to let Meta optimize combinations
As the system learned, it began prioritizing audiences who actually purchased. The campaign’s efficiency rose consistently week after week.
Days after Phase 4 was launched, we consistently achieved strong conversion rates with an average month-on-month ROAS of 3x + and on several days, ROAS crossed 8x.
Sales became stable, predictable, and profitable, and the campaign transitioned from testing mode to a sustainable revenue stream.
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