The high-protein shake built for GLP-1 users — scaled through Meta.
glo_up_1 is a high-protein shake specifically formulated for GLP-1 (Ozempic/Mounjaro/Wegovy) users — 35g protein, collagen, prebiotics, MCT oil, all in a once-a-day shake designed to fight the muscle loss, fatigue and appetite crash that come with weight-loss meds. New product, new category, no existing funnel. The job: find the buyer on Meta, prove the product, and make the economics work at scale.
Here's how we found the GLP-1 buyer on Facebook and scaled a cold audience into a reliable purchase engine.
Nuut's glo_up_1 is a high-protein smart supplement formulated for GLP-1 users — 35g protein, 6g collagen, 25% daily vitamins, prebiotics, probiotics, MCT oil, magnesium, curcumin. Gluten free. Priced at $109 AUD. Built to solve muscle loss, digestive issues, fatigue and hydration drop on Ozempic/Mounjaro.
A brand-new product in a brand-new category. No existing Meta audience, no retargeting pool, no benchmark CPA to beat. We needed to build cold-traffic creative that educated on the GLP-1 problem, proved the product, and converted to purchase — all without relying on a warm list.
Two creative angles tested in parallel — a celebrity tie-in using MAFS star Katie Johnston's A Current Affair weight-loss story, and a pure product angle focused on ingredients and benefits. 10+ creatives shipped per month. The Katie angle broke through hardest.
One celebrity-story angle leaning on MAFS star Katie Johnston's ACA weight-loss feature. One product angle leading with the GLP-1 formulation. Both ran cold. The Katie angle drove the volume, the product angle held the CPA.
Angle 1 — A Current Affair tie-in. Leveraged Katie Johnston's public weight-loss story from MAFS + ACA to build trust with a familiar face. The "How Katie Dropped 28kg and Got Her Glo Up Back" thumbnail pulled the click. Angle 2 — Product-focused. "Most protein powders weren't made for you — especially if you're on Ozempic, Mounjaro or Wegovy." Comparison tables, ingredient callouts, and the product pack hero.
Ads pointed traffic directly at the glo_up_1 product page on gloup1.com — $109 AUD per pack, clear ingredient breakdown, GLP-1 positioning front and centre. No landing page detour, no lead form — straight purchase intent from feed to checkout.
June 2025 · ramp. First month live. The "R-M SALES" campaign hit 53 purchases at $28.37 CPA on $1,503 spend. Other creative pools still testing. July 2025 · scale. R-M SALES hit 70 purchases at $32.43 CPA on $2,270 spend. R-M KATIE angle activated — 38 purchases at $46.64. August 2025 · peak. R-M ACA-31 JULY delivered 208 purchases at $32.76 CPA on $6,814 spend. R-M SALES hit 411 purchases in a single month at $31.66 CPA on $13,012 spend.
A cold-traffic Meta program that hit 411 purchases in its biggest month, held CPA under $33, and built a repeatable two-angle creative engine Nuut can keep feeding.
"A new category doesn't need a warm list. It needs two angles, ten creatives, and the discipline to let the data pick the winner."
A brand-new product in a brand-new category usually stalls on Meta because founders fall in love with one creative angle. Running the celebrity story and the product angle in parallel gave the algorithm two completely different buyers to target — and within three months, one of them scaled to 411 purchases a month at a $31.66 CPA.
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