Cookies Policy

We use essential cookies to make our site work. With your consent, we may also use non-essential cookies to improve user experience and analyse website traffic. By clicking 'Accept', you agree to our website's cookie use as described in our Privacy Policy and Google's Privacy Policy.

Brief Us

(01) Project Overview

Where they were stuck

Mission had a clear product story but a narrow funnel. Their creative was working hard at the bottom of the funnel and doing little to introduce the brand, or the problem it solves, to new audiences. To grow sustainably, they needed to build demand earlier, reaching people who didn't yet realise their current energy habits were holding them back.

They also needed more creative diversity. Predictable formats and a narrow set of hooks were creating learning bottlenecks and creative fatigue, slowing down the account's ability to find new winners.

And they needed to own a distinct category position. In a market crowded with energy drinks, pre-workouts and caffeine boosters, Mission risked being read as “just another energy product” rather than the sustained performance system they actually are.

(02) What we did

Expanding the funnel

We rebuilt the creative conversation around five strategic moves designed to bring people in earlier and walk them through a clearer path to purchase:

  • Normalise the problem: modern energy habits limit performance.
  • Reframe caffeine: as a blocker to progress, not a fix.
  • Reposition the category: sustained energy as the better performance model.
  • Build credibility: make Mission feel proven and dependable.
  • Remove friction: for buyers, and convert intent into action.

Eight archetypes across two products

Rather than push one message to everyone, we segmented Mission's audience into eight precise archetypes, 4 per hero product, and built dedicated concepts and variations against each. Every piece of creative now lives inside a clear archetype, a clear funnel stage and a clear category role.

Matcha

  • The Everyday Performer
  • The Coffee Defector
  • The Disciplined Optimiser
  • The Creative Operator

Sleep

  • The Wired-but-Tired Achiever
  • The Training Recoverer
  • The Overstimulated Professional
  • The Alternative Seeker

A three-phase rollout

  • Phase 1: Establish + explore. Find what earns attention early in the funnel. Test concepts, hooks and formats against each archetype to surface the strongest signals.
  • Phase 2: Validate + deepen. Turn early signals into scalable creative systems. Double down on what works, refine the messaging architecture, build out variations.
  • Phase 3: Systemise + scale. Scale proven creative with confidence. Build durable performance and a repeatable creative culture inside the account.

(03) What changed

Once the archetype-led creative hit the account, the funnel started broadening. Attention metrics jumped, the top performer reached a 29.28% thumbstop rate, a clear signal we were reaching people earlier in the journey and earning their attention. Performance followed: a 1.94 ROAS average across the live video set, and a CPA of £3.06.

Just as importantly, the account now has a scalable system behind it. New creative isn't guesswork, it slots into a defined archetype, a defined funnel stage and a defined category position, with a clear loop for learning, validating and scaling.

The result

Mission now has a creative engine that does more than convert; it builds demand.

38%

Increase in Thumbstop

<£4

CAC

Let's make some magic.

Brief Us