The Plug
The Plug came to us at $20K/month with a great product but no clear creative direction. We identified the messaging, visuals, and offers that resonated — then scaled that foundation 10,000x through disciplined testing and iteration.
The Challenge
The Plug had a powerful liver support supplement with 13 active ingredients — but no clear angle to scale past $20K/month. The creative wasn't connecting, and growth had flatlined. They needed a partner who would dig into what actually makes the product sell.
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The Process
We started where the product started: hangover recovery. It worked — but we knew there was more. With 13 ingredients, we had 13 stories to tell. We tested relentlessly — different hooks, audiences, pain points — until the data revealed the unlock: liver support. The shift from "cure your hangover" to "your liver is overworked and you feel it" changed everything. Acquisition costs dropped, conversions climbed, and the creative engine we'd built let us scale the winning angle without burning it out. On retention, we built Klaviyo flows that turned one-time buyers into subscribers — making a supplement purchase a monthly habit.
Through disciplined creative testing and iteration, we reduced The Plug's cost per acquisition by 78%, freeing up budget to scale aggressively. Our Klaviyo retention strategy now drives 45% of their total revenue, turning one-time buyers into loyal subscribers. Landing page optimizations lifted conversion rates by 35%, making every dollar of ad spend work harder. And with 15+ UGC creatives produced, we built a content engine that keeps the brand fresh and scalable.
Impact
From $20K/month to 10,000x scale. The Plug is proof that the right creative process — not a bigger budget — is what breaks through plateaus.
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“551 feels like another co-founder in the business, providing strategy and feedback on the paid and growth side that most agencies simply cannot. They’ve helped us continue to innovate and iterate on our vision, which has turned into compounded growth.”
“The 551 team goes beyond just running ads — they’re in the trenches with us, testing every angle, iterating on creative weekly, and constantly pushing to find what works next. That level of effort and attention to detail is rare, and it’s why we’ve been able to scale the way we have.”
