Plink

Overview

Whacky, brand-driven lifecycle marketing that drives 35% of revenue

When Plink launched its world’s-lightest, planet-friendly hydration tablet, it needed more than clever packaging, it needed a performance engine. The goal: drive trial, build loyalty, and scale a sticky DTC program that matched the brand’s bold energy. With limited marketing infrastructure in place, Plink tapped Fat Earth to build its digital channels from the ground up.

Strategy

We developed a full-funnel strategy across Lifecycle Marketing and Paid Social. On the Lifecycle side, we built and optimized foundational flows like Welcome, Post-Purchase, Replenishment, and Subscription, while continuously launching creative-forward campaigns that reflected Plink’s quirky tone. On Meta, we ran agile creative testing across GIFs, UGC, and statics to identify high-performing hooks that scaled.

Unique Challenges

Plink was new, niche, and not bottled, requiring a strong educational layer in every touchpoint. Creative had to over-explain without overloading, while flows needed to convert first-time buyers with minimal brand familiarity. And with a lean internal team, every campaign had to be operationally airtight and ROI-positive.

What Worked Well

The Welcome Series became a revenue workhorse, converting up to 24% of recipients. Meta creatives like the “World’s Lightest 6-Pack” and irreverent GIFs drove strong click-through rates and add-to-carts, while Replenishment and Subscription flows extended LTV without discounts. Fat Earth’s weekly cadence of creative and analytics ensured we kept up momentum, turning Plink’s cult following into a growth flywheel.