Case Study: Plated achieves 75% lower customer acquisition costs and 12% more new sign-ups with Taboola

Plated Turns Aspirational Foodies Into Subscribers With Taboola

Plated, a New York–based meal kit startup that delivers chef-designed, locally sourced ingredients, wanted to expand customer acquisition beyond traditional channels like Facebook and AdWords after noticing organic content drove its most engaged visitors. To reach target audiences while they consumed premium editorial content, Plated partnered with Taboola to promote its story across publisher sites.

Leveraging Taboola’s A/B testing and analytics to optimize headlines, thumbnails and content sources, Plated scaled targeted campaigns, refined creative best practices and shifted focus from CTR to conversions. The effort produced a 75% drop in CPA, generated over 1 billion impressions in a single month, drove more than 3.5 million clicks and lifted new member sign-ups by 12%, while revealing the value of third‑party editorial coverage for future content strategies.

Plated

Matt Kerestesy

Director of Paid Media