H-PROOF case study
About H-PROOF
H-PROOF is a doctor-developed, patented chewable vitamin you take when you drink. It's made with vitamins C and E, B vitamins, magnesium, zinc, and potassium to help the body process alcohol overnight and restore the nutrients drinking uses up. One hero product, sold direct to consumers.
The Challenge
H-PROOF had a product with clear real-world demand, but the marketing message wasn't landing fast enough to scale. CEO Rachel needed to sell through significant inventory before it expired, and reliance on one-time purchases made forecasting nearly impossible.
The Strategy
Developed and validated core positioning that explained the product in one line
Built creative strategy and testing cadence around that core message
Rebuilt the landing flow so it matched what the ad promised
Sharpened the product page: what it is, how it works, when to take it, why it's credible
Built the email flows that turn first-time buyers into repeat customers
Launched subscription program to increase predictable revenue and improve inventory planning
Annual Revenue
Meta Spend
Big jumps in spend, each one taken only after results held
Subscription Revenue
Built entirely new recurring revenue channel
Client Testimonial
"Arthur was instrumental in scaling our brand's Meta spend from $2k to $350k/mo, and our revenue from six to seven figures. He really cared about the business as a whole. He consistently pushed us to improve our website, landing pages, and email program in order to improve our conversion rates and customer retention."
Rachel
CEO, H-PROOF
What Made The Difference
"Metabolize alcohol the right way"
Cold traffic had never heard of H-PROOF. One plain line told a stranger what it does, and every ad, landing page, and email was rebuilt around it.
Subscription as a revenue stabilizer
Subscription made monthly revenue predictable, took the pressure off inventory planning, and raised LTV. That made scaling acquisition much less of a gamble.
Scale in big steps, not a slow ramp
Once the message and the site were working, spend moved in big jumps: $2K/month → $100K/month → $350K/month. We only took the next jump after results held at the last one.
The Origin Story
The winning message was born on a napkin at a NYC bar. Arthur and his wife were workshopping how to communicate the brand simply in Meta Ads, and landed on the line that made H-PROOF instantly understandable to cold traffic.
Creative Samples
