Case Study: Plated achieves 35% of new customers and 50% lower cost per acquisition with Facebook

Plated - Customer Case Study

Plated, founded in 2012 by Nick Taranto and Josh Hix, is a gourmet meal-ingredient delivery service that makes cooking convenient for busy food lovers. After growing a large Facebook following, the company’s primary challenge became turning that awareness into new memberships and online sales by reaching the right prospective customers efficiently.

Plated used Facebook link ads, website Custom Audiences, Lookalike Audiences, refined demographic targeting (notably 25–44‑year‑old urban women), and conversion tracking to retarget site visitors and find new, similar customers. The campaign drove a 2.5x increase in click-through rate, cut cost per acquisition by 50%, and delivered roughly 35% of new customers through Facebook (peaking at 70% in one month).

Plated

Matthew Kerestesy

Director of Paid Media