OBJECTIVES

Jocko Fuel was experiencing a significant decrease in website sessions and digital engagement between Q1 2024 and Q1 2025. More importantly, the brand wanted to reinforce its identity and values during a time when trend-chasing is the norm. The challenge wasn’t just to boost numbers — it was to reconnect with the core audience through a message that aligned with Jocko’s foundational philosophy: Discipline Equals Freedom. They needed a campaign that could speak directly to their community while encouraging real action.

We worked with the Jocko Fuel team to develop “You vs. You,” a brand campaign centered around the internal battle required to earn freedom through discipline. The campaign launched with a hero video that set the tone, followed by a purpose-built landing page where users could begin a 30-day challenge. It included a habit tracker, and quiz that helped users identify their starting point and offered personalized product recommendations to support their path.

The landing page generated 9,826 sessions with a 0.43% CVR in 30 days, resulting in 68 orders directly from the page. Additionally, of the 1,011 users who started the quiz, 16 completed a purchase through the quiz-driven flow. With an average order value of $115.13, the campaign generated $9,901.18 in new customer revenue — all while reinforcing the brand’s core identity and reactivating engagement.