Roon makes nicotine-free caffeine and nootropic focus pouches, giving athletes, students, and high performers clean, sustained energy and focus without nicotine, sugar, or the crash of coffee and energy drinks.
Roon's ideal customer trains hard, studies late, and treats performance as something to optimize. That audience already follows college athletes on social media, so Roon turned to the athletes themselves to put its pouches in front of performance-minded students and fans, and to drive them efficiently to its subscription page.
How Roon Achieved a 74% Lower CPC Than the Industry Benchmark With Athlete Whitelisting
$0.18
Cost Per Click
74%
Lower CPC than $0.70 benchmark
4.6k
Landing Page Visits
The Brand
The challenge
Launching a new category with a performance-minded college audience comes with a distinct set of marketing challenges:
• New category, low awareness: Nicotine-free focus pouches are new to most consumers, so Roon needed creative that could explain the product and earn the click
• Need for authenticity: Student-athletes and fans respond to the athletes they follow, not polished brand ads
• Efficient reach on a lean budget: With a focused pilot media budget, every dollar had to drive qualified visitors to the site
• Finding the winning path: Roon needed to know which athlete creative and audience combination would deliver the lowest cost per click before scaling
Roon needed to introduce its nicotine-free focus pouches to performance-minded college consumers and give them a reason to visit its website. The challenge was to make an unfamiliar product relevant through athlete-led creative while keeping the cost of driving site traffic low.
• New category, low awareness: Nicotine-free focus pouches are new to most consumers, so Roon needed creative that could explain the product and earn the click
• Need for authenticity: Student-athletes and fans respond to the athletes they follow, not polished brand ads
• Efficient reach on a lean budget: With a focused pilot media budget, every dollar had to drive qualified visitors to the site
• Finding the winning path: Roon needed to know which athlete creative and audience combination would deliver the lowest cost per click before scaling
Roon needed to introduce its nicotine-free focus pouches to performance-minded college consumers and give them a reason to visit its website. The challenge was to make an unfamiliar product relevant through athlete-led creative while keeping the cost of driving site traffic low.
The ask
Roon partnered with MOGL to launch an Athlete Paid Social Whitelisting program to build product awareness and drive cost-efficient traffic to its subscription page. The Traffic campaign focused on generating landing page views.
Primary audience: Performance-minded college athletes and students (18–34) who want clean, sustained focus and energy for training, competition, and studying, without nicotine, sugar, or a caffeine crash
Primary audience: Performance-minded college athletes and students (18–34) who want clean, sustained focus and energy for training, competition, and studying, without nicotine, sugar, or a caffeine crash
The Solution
MOGL built a structured Athlete Paid Social (APS) program around Roon's core value proposition, clean, nicotine-free focus and energy, pairing college athletes' own UGC with Meta partnership ads to drive traffic to Roon's subscription page.
Program structure
• 2 college athletes, Jordan Austin and Desmond Coleman, each creating an authentic UGC video showing how Roon fits into their training, study, and game-day routines
• Deliverables: 2 athlete UGC videos run as whitelisted Partnership Ads, one creative path per athlete
• Content: Athlete-fronted paid social creative positioning Roon as a nicotine-free alternative to pouches, coffee, and energy drinks
• Format: Traffic campaign optimized for CPC and CTR, testing Interest-Based vs. Meta Advantage+ audience targeting
Creative approach
• Peer credibility: running creative through each athlete's own handle gave Roon instant authenticity with student-athletes and college sports fans
• Audience testing: splitting spend between interest-based and Advantage+ targeting showed Advantage+ delivering the lowest CPC ($0.17) and highest CTR (8.77%)
• Cost-efficient optimization: optimizing for landing page views kept cost per click well below Meta benchmarks while driving thousands of qualified visitors
Program structure
• 2 college athletes, Jordan Austin and Desmond Coleman, each creating an authentic UGC video showing how Roon fits into their training, study, and game-day routines
• Deliverables: 2 athlete UGC videos run as whitelisted Partnership Ads, one creative path per athlete
• Content: Athlete-fronted paid social creative positioning Roon as a nicotine-free alternative to pouches, coffee, and energy drinks
• Format: Traffic campaign optimized for CPC and CTR, testing Interest-Based vs. Meta Advantage+ audience targeting
Creative approach
• Peer credibility: running creative through each athlete's own handle gave Roon instant authenticity with student-athletes and college sports fans
• Audience testing: splitting spend between interest-based and Advantage+ targeting showed Advantage+ delivering the lowest CPC ($0.17) and highest CTR (8.77%)
• Cost-efficient optimization: optimizing for landing page views kept cost per click well below Meta benchmarks while driving thousands of qualified visitors
The Results
Roon’s Traffic campaign achieved a $0.18 cost per click, 74% below the $0.70 benchmark for Facebook traffic campaigns across industries.
Performance Metrics
• Cost Per Click: $0.18 (74% below the $0.70 industry average)
• Click-Through Rate: 7.7% (4.5x the 1.71% industry average)
• Landing Page Views: 4,620
• Total Impressions: 92,592
• Click-Through Rate: 7.7% (4.5x the 1.71% industry average)
• Landing Page Views: 4,620
• Total Impressions: 92,592
Top Performing Athlete
• Jordan Austin: 2,538 landing page views, $0.17 CPC, 8.77% CTR