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Olive Oil Club

Our partnership with Citizens of Soil spans two years and has transformed nearly every touchpoint of their ecommerce ecosystem.

From refining their subscription model and optimising UX to enhancing retention, CRO, and scaling paid media, we have played an instrumental role in their rapid growth. What started as a mission to increase subscriptions evolved into a holistic collaboration that reshaped their digital presence, strengthened customer loyalty, and built a sustainable growth engine.

By implementing strategic improvements across website functionality, customer acquisition, retention marketing, and brand storytelling, we helped drive 307% subscriber growth and MRR from £10k to £100k+. Our approach extended beyond conventional digital marketing – we worked as an embedded partner, ensuring every customer interaction, from the first ad click to long-term retention, was seamless, compelling, and conversion-driven.

This case study highlights how integrating UX, development, and performance marketing created a sustainable, scalable ecommerce strategy for Citizens of Soil.

Impact & Results:
– 307% subscriber growth in 9 months
– MRR growth from £10k to £100k+
– 180% decrease in Meta CPA
– 48% decrease in PPC CPA
– 15% increase in overall conversion rate

With a growth strategy that combined thoughtful UX design, impactful development updates, and targeted marketing activity, we increased the subscriber base by 307% within 9 months. This growth was fast-tracked in the last four months by scaling paid media, refining audience targeting, and optimising ad creatives.

From the outset, we worked closely with the Citizens of Soil team to reposition their subscription as more than just a recurring purchase – transforming it into an exclusive membership, The Olive Oil Club.

This shift fostered a sense of community and long-term customer loyalty. Over two years, our work helped their MRR grow from £10k to over £100k+.

A key accelerator of this growth was implementing a SKU swap mechanic, solving a critical user pain point -allowing customers to start with a single bottle and seamlessly transition to an ongoing pouch subscription. This streamlined the customer journey and improved retention rates.

To support this, our Design, Development, and Growth teams worked in sync to build high-converting custom landing pages. These pages were optimised for paid Meta and PPC advertising, enhancing engagement and increasing conversion rates.

Our design and development work focused on:
– Enhancing the subscription journey to remove friction and encourage long-term retention.
– Implementing complex Recharge flows to facilitate gifting subscriptions and SKU swaps.
– Optimising product pages with video content and social proof, increasing trust and conversion rates.
– Supporting product range extensions to broaden customer appeal.

Decreasing Meta CPA by 180%
Driven by SKU swapping, campaign-led landing pages, and the rebranded subscription experience, Meta ad performance exceeded targets.

CPA was reduced by:
– 128% in the first month
– 180% by month four, allowing for more aggressive scaling without compromising efficiency.

Long-Tail Keywords Decrease:

– PPC CPA by 48%
By focusing on mid and long-tail keywords, we tapped into niche intent-based searches. This market knows exactly what they’re looking for – whether that’s Olive Oils packed with Polyphenols or EVOOs linked to specific provenance.`

– PPC CPA was lowered by 48% in the first month.
Overall conversion rate increased by 15%, enabling further budget scaling across all channels.

Our partnership extended into creative strategy for paid social campaigns, ensuring every ad was optimised for engagement and conversion. Working closely with the Citizens of Soil team, we help ideate ad concepts that aligned with their brand vision while maximising performance.

Our studio played a crucial role in bringing these ideas to life through video editing and motion design, crafting compelling clips that captured attention and drove action. We also supported with voice-over scripts and background music selection, ensuring ads grabbed attention from the first second and resonated with the audience. This synergy between strategic direction and creative execution enabled us to iterate quickly, test new formats, and refine ads that significantly improved campaign efficiency and ROI.

Beyond acquisition, we supported Citizens of Soil in retaining and engaging customers through:
– Klaviyo integrations & automation, including advanced email flows to nurture relationships and reduce churn.
– Extensive CRO work, continuously optimising the website to improve user experience and conversion rates.
– Website performance optimisations, ensuring an intuitive and frictionless buying experience.

Over two years, our collaboration with Citizens of Soil has reshaped their digital presence and subscription growth strategy, delivering measurable impact across all ecommerce touchpoints. By integrating UX enhancements, CRO, paid media, and retention strategies, we successfully scaled their subscriber base and reduced acquisition costs while fostering a loyal customer community.

If you’re looking to scale your ecommerce brand with a strategic, data-driven approach, get in touch with us today and let’s build something remarkable together.